Up The Antibodies

For most Americans, the COVID-19 pandemic is over. But for Americans who are immunocompromised, the fear surrounding COVID-19 exposure remains all too real. Fully vaccinated and boosted, yet not fully protected because of their immune system’s inability to mount a strong vaccine response, research showed that 76% of Americans who are immunocompromised already believed they would need supplemental protection against COVID-19 beyond vaccines. The problem? Only 26% were actively seeking it. To address this need, AstraZeneca launched Up The Antibodies, a campaign that empowers them with a new choice, and a strong voice, in their ongoing fight against COVID-19. It’s a clear call-to-action linking the protection of a long-acting monoclonal antibody therapy to the hope of getting back to what they love. Up The Antibodies was amplified across Meta (Facebook and Instagram) to drive awareness of the campaign to an IC audience. Owned social channels were established to build engaged communities across Facebook, Instagram, Twitter and YouTube. The social campaign tapped diverse and authentic celebrity and influencer voices with firsthand knowledge as members of the immunocompromised community to create empathy for their current reality. The celebrities included Academy Award-winner Jeff Bridges, who recently discussed the fight of his life, first with lymphoma and then COVID-19, which he was exposed to in the time frame when he was receiving chemotherapy for cancer, as well as well as Oscar-nominated couple Emily V. Gordon and Kumail Nanjiani. The campaign also leveraged 20 macro and micro influencer, including two healthcare professionals, three caregivers and 15 patients who are shared their personal experiences to connect how long-acting monoclonal antibody therapy has helped them get back to the things they love. In just six weeks from launch, the campaign produced staggering results on Social: Owned Social: 2.7M+ impressions, 1.28% engagement rate, 1.7K+ followers/subscribers and 0.74% CTR. Paid Social: 56,789,395 impressions, 5,266,436 unique reach, 617,776 complete video views and 85,253 site link clicks. Influencer: ~200 pieces of influencer content, +1M Instagram reach and +23K Instagram likes. Meta Brand Lift: +11.8% point lift in ad recall (+5.1 points higher than Meta's health benchmark).