While traditional flu shot marketing centered on an older demographic, in order to drive significantly more market share of flu vaccines delivered within the retail healthcare space, our team partnered with Kroger Health to determine incremental prime prospects most likely to get a flu shot for the first time.
These consumer targets skewed much younger - disproportionately millennials - and were much more digitally engaged. We bridged the psychographic and lifestyle gaps between these targets by focusing on a universal insight that cut across this diverse group - their elevated, pandemic-fueled care and concern for the ones they love.
The three month campaign culminated with a record number of flu shots given within Kroger Health’s retail pharmacies and clinics, finishing the year at nearly 2.6M vaccinations.
Of the major COVID-19 symptoms overlap with symptoms of the flu.