CVS Covid-19 TikTok Challenge

CHALLENGE:

CVS wanted its COVID-19 vaccination campaign to turn into an uplifting, UGC-fueled movement.

INSIGHT:

Vaccination campaigns have ignored Gen Z & Millennials. Brands haven’t spoken their language, or reached out on the platforms they use.

THE IDEA:

Every movement needs an anthem. So we partnered with an up-and-coming Latinx urban pop duo to write a song that would inspire Gen Z & Millennials to share on TikTok

WHY TIKTOK?

Before this campaign, CVS had never been on TikTok. But we showed them that to reach a younger demographic, and encourage vibrant, real-story UGC it was the perfect platform. It was also a white space, where no other vaccination efforts were being put forth.

THE TIMING:

We launched the same day vaccination eligibility opened up to everyone 18+ in the US.