The Background: In 2023, COVID had become a word of a bygone era, coming out of a global lockdown, no one wanted to think about the virus. Once hailed as the savior of the world, COVID vaccination rates plummeted, with only 15% of the previously vaccinated U.S. population choosing to get their yearly COVID booster.

The Product: Moderna entered the world of healthcare at an unprecedented time with a brand-new medical technology, mRNA vaccination. A new method of producing genetic instructions that teach cells how to produce a harmless virus protein, prompting an immune response. While a medical marvel, the COVID vaccine is now seen by most as an emergency, pandemic-era medical tool, not a routine vaccination that they should get every year.

The Insight: In 2023 COVID vaccination was seen by many as a controversial act, one done during a public health crisis.  Flu vaccination however was apolitical, seen as a necessary yearly routine to being healthy.  We looked deeper at the consumer profile for those who annually get the Flu vaccine. Those people represented a health-conscious, pro-science segment of the U.S. population that would be open to getting a routine COVID vaccination as a larger part of their larger wellness routine. With this insight, Spikevax That Body was born.

The Results:

+66% Brand Awareness (2x Pfizer) | +30% Total Market Share | 22 million People vaccinated in the second half of 2023

As a bonus, the campaign was complimented by the FDA for its authentic representation of diversity and US demographics—not only with a broad range of age, race, gender, and people with disabilities—but also by portraying them in non-stereotypical ways.