The events of the past two years — from a once-in-a-lifetime pandemic to the development of groundbreaking vaccines — have reminded us all that scientific knowledge saves lives. It is how we fight disease and treat pain. It is how we encourage our loved ones and neighbors to take the best care of themselves and their health. It is how we combat dangerous misinformation.

We are living in a time where everything is politicized and polarized. Where the wondrous and life-changing achievement of COVID-19 vaccines has been called into question by every segment of society. How could we support the vaccine-positive in society, and work with the vaccine-inquisitive, letting them know that if they did want to truly do their own research, they would find that following the science was the way to bring them to these breakthroughs. Overall, we want to produce content people want to share.

We launched our Digital Advocacy campaign, creating new, innovative content that’s unlike traditional pharma communications. We decided that quickly jumping on trending pop cultural opportunities, news updates, advances in science, and taking existing messaging with creative content that is unique to our industry and sharable was the way to reach broad segments of society with messages that resonated.

Through the creative content ideas of our Digital Advocacy campaign, we will leverage existing audiences and defined audience segments used for our paid campaigns, as they have proven high engagement rates to new, innovative content. These audiences know Pfizer for being a credible and objective source of information about medical advancements and trailblazing science that can be consumed and shared.

? Leverage existing social media channels into an online community of engaged science supporters who share content in their online networks

? Promote content through paid social while building email and social followings through paid acquisition

? Develop existing and new platform partnerships with digital media properties like Buzzfeed, Roku, and theSkimm

? Cultivate sustained influencer and micro-influencer relationships

? Fight misinformation through an“all-of-the-above” approach including fact checks, media partnerships, content takedowns, and more

? Use social listening and performance monitoring to identify opportunities and improve campaign results

The campaign to date has had impressive results. Please see the organic and paid metrics, outlines below.

13M Organic Impressions 55M positive organic engagements, 70+% of posts above benchmark

98M Paid Impressions, 29M positive engagements, and 33% of post above benchmark