SAVE

From the Argentine Society of Vaccinology and Epidemiology, we work in all areas of vaccinology and epidemiology to promote the population's access to the right to health.

The Challenge

I'd like you to please implement a digital advertising campaign for the videos and pieces of the communication action that we develop intending to make visible the importance of vaccination to prevent meningitis, especially the dose of the vaccine corresponding to 11 years of age.

The Problem

Reach adolescents given the need to spread the “I Ask You” message regarding the importance and awareness of the meningitis vaccine.

Our team

We arranged a team of digital marketing professionals willing to analyze the project and provide a media plan that allows SAVE to reach the target audience.

The process

Analysis of the challenge and problems. Reach the Young Teens segment safely and in compliance with the data privacy policies of the U-18 segment.
Trained and certified. Crecé Más is trained and certified by KIDAWARE, a training and knowledge program to comply with and enforce regulations (GDPR-K, COPPA, and more) and industry standards of the digital children's landscape.
Plan design. The plan consisted of reaching the Young teen audience through videos on YouTube and video games. We know very well that children when connecting to the Internet opt for two activities, watching videos and playing video games and that was where we were going to find them.

The plan

Our strategy was focused on impacting the desired audience through previously selected YouTube channels, moderated and curated by our team, and also video game apps. We know that children at an early age usually share the device with their parents, so at the same time that we reached the children we were also impacting their parents and adults by generating co-viewing. What is co-viewing? It is the effect of shared screens. The plan called for:

Platform selection: Carefully choose platforms, formats, ads, applications, and YouTube channels to impact Young Teens safely and make a safer digital environment for children and the brand.
Design of specific creatives: Work together with SAVE to help them design the video ads that we would need to effectively reach the target audience.
Campaigns: Implement efficient, combined, and effective tactics.

The results on YouTube:

We achieved more than 2.5 M views on YouTube channels while they watched their favorite videos, safely and always taking care of their privacy.

The results in Programmatic (Video Game Apps)

We reached more than 500K Young Teens while they played their favorite video games, safely and always taking care of their privacy.

The comments

"From the Argentine Society of Vaccinology and Epidemiology (SAVE) we call on Crecé Más to implement a digital advertising campaign for the videos and pieces of the communication action that we develop intending to make visible the importance of vaccination to prevent meningitis, especially, the dose of the corresponding vaccine for age 11."

"For this campaign, we made a video starring 11-year-old children who appealed to their fathers and mothers (#YoTePido), as well as their peers, to respect their right to be vaccinated at that age. Also highlighting the characteristics and information about meningitis."

"The objective was to have a wide reach among this audience to achieve greater knowledge and empathy with the topic. In addition to the YouTube campaign, CrecéMás proposed that we advertise on other platforms and applications to adjust the segmentation and it was certainly very appropriate. We met the proposed outreach objectives with the message and they were exceeded."

Lic. Clara López | Communication Manager | SAVE