Pfizer: Got booster?

Pfizer, a pharmaceutical company, partnered with celebrities Martha Stewart, Charlie Puth and John Legend to launch 'Got Booster?' to break through and inspire action while Americans' COVID-19 immunity was waning and bring COVID-19 protection back into the cultural conversation.

Summary

Pfizer faced the challenging task of driving bivalent COVID-19 booster uptake into a politicized marketplace filled with tremendous COVID fatigue. The world was ready to move on and yet the virus was still with us, and we needed a way to drive a behavior that nobody wanted to think about. Pfizer implemented a custom research program that would enable understanding of their audience of everyone in an ongoing way and used research at every step of the process from insight mining to creative development and validation.

Our insight was that the messenger was as important as the message—that to...

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Insights Team
Bray Leino

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