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C A S E  S T U D Y

Addressing vaccine hesitancy and vaccine disinformation through credible partnerships and the VIP Parents program.

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Social Media

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T H E  S T O R Y

An innovative healthcare company

Sanofi is an innovative global healthcare company driven by the purpose of chasing the miracles of science to improve people’s lives. They provide life-changing treatments and the protection of life-saving vaccines to millions of people, and affordable access to our medicines in some of the world’s poorest countries. 

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T H E  G O A L

The goal of this campaign is to address vaccine hesitancy and vaccine disinformation.

O U R  S O L U T I O N

Implementing strategies

Vaccine hesitancy and disinformation is a very sensitive and serious issue that needs to be addressed carefully. In order to do so, theAsianparent team has proposed the following solutions: 1) Get 80 VIP Parent Influencers to advocate against vaccine disinformation and hesitancy, 2) Hold webinars with credible health experts and the Department of Health, and 3) Grow the team BakuNanay Facebook community.

In the campaign, our VIP Parent Influencers became a part of our community called “Bakunanays.” The Bakunanays who participated in the campaign posted photos on Facebook and Instagram urging audiences to participate in the informational webinars to be held by theAsianparent in partnership with health experts and the Department of Health. They also posted images that helped spread informational content. 

The Bakunanays had a collective number of 1.06M followers and were able to reach 2.65M people with 1.12M engagements by the end of the campaign. Our top KOL had a combined 15,000 likes, comments, saves, and profile visits with an engagement rate of 84.34%.

Tiktok videos were also posted by our Bakunanays and amassed a total of 129,900 views.

The webinars held for this campaign had a total runtime of  14 hours and collectively gained 1.1M in reach, 604k in views, and over 83k in engagement.

Meanwhile, the Bakunanay Facebook community has 8,021 members as of November 2021. 

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T H E  R E S U L T S 

Performance observations

The results speak for themselves as we can see our solution come to fruition.

BakuNanay (VIP Parents) performance:

  • Over 1M collective follower count on social media

  • Over 934k engagement, 1.25M reach for social media posts

Observations from webinars:

  • 604k views, 1.1M reach, 83k engagement for 13 events

  • Total run time of 14 hours

From our community:

  • Total 8,021 members as of November 10, 2021

  • 11,565 membership request aprovals

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