Winner
Influencer Campaign Boosts Mosquito Awareness Among Travellers
by Digitas Health on behalf of Valneva
Summary of work
Mosquitoes are the world’s deadliest animal, killing up to 1 million humans every year. With over 110 trillion mosquitoes in the world compared to only 8 billion of us, knowledge is the best defence for travellers.
Our campaign aimed to raise awareness of how dangerous mosquitoes can be when travelling abroad and to equip travellers with strategies to protect themselves from mosquitoes when visiting high-risk destinations.
As social media is an essential platform for holiday planning, often serving as a primary information source, we partnered with UK travel influencers to educate our audience about the risks of mosquitoes and mosquito borne diseases (MBDs) ahead of our clients’ planned launch for chikungunya. These collaborations targeted travellers who prioritise safety.
We selected eight trusted UK travel influencers by leveraging the brand’s ’cautious traveller’ persona and they created content on mosquito dangers, urging followers to prioritise preventative travel health. We promoted key influencer posts via Facebook, Instagram and TikTok ads for wider reach with a £10,000 budget and the campaign was optimised for disease awareness reach.
Our ambitious KPIs were significantly exceeded, with results reaching 200-300% above targets and the campaign generated significant traffic to an associated disease awareness website.
Judges’ comments
Digitas Health and Valneva had written an excellent campaign and the judges loved it. By optimising their channel approach, the team achieved great results in driving traffic to the website. It was a really smart campaign with strong selection criteria, clear KPIs and great metrics. It had good strategy and segmentation and it did all the right things from a social perspective, shaping the market with a clear, data-driven approach. A clear winner!
