Kirklees Council

A local authority wanted to encourage the uptake of the Covid vaccination among 16–30-year-olds and tasked us with delivering an influencer campaign to target this demographic through the use of social media influencers.

Influencers engaged

Impressions made

Unique engagements

The Brief

We were tasked with spreading the local authority’s message that as many people as possible need to play their part in protecting us all from the virus by having the vaccine.

The aim of the campaign was to raise awareness of this message and spur individuals in the 16-30 age categories into action who may be hesitant about having the vaccine. This would be done through the use of social media influencers.

We were appointed to help recruit influencers and plan and manage the delivery of an influencer-led campaign over a five-week period.

Approach

As well as age, we needed to take into consideration the varied ethnic and religious demographic across the region and ensure we worked with a variety of influencers on Instagram and TikTok to reach all our target audiences.

Due to the nature of the campaign and the highly specific geographical area, we focused not only on engaging professional micro influencers but also well-connected individuals in the region – those with a naturally large following as well as small business owners with reach and influence who are considered trustworthy and authentic.

Our approach was to research the right influencers, qualify them, then reach out to them.

A rigorous vetting and research process was applied to ensure that they were not anti-vaxxers, COVID-deniers or had previously broken COVID guidelines in a public way.

Once we had a final list of influencers, we began outreach, negotiating with each influencer directly to agree payment and ensure they adhered to campaign messaging while giving them the creative freedom to create content in line with their own brand and posting style.

Results

We surpassed our KPIs and in total, 42 people showed an interest in the campaign and 22 influencers who had a combined following of 195,159 went on to post, creating 27 posts between them.

The content they created reached 69,765 people with 78,342 impressions and 7,283 unique engagements.

90% of posts were of a positive sentiment and engagements included people commenting on their own vaccination appointments, congratulating others on getting their vaccine and sharing a positive outlook for the future due to vaccines.

Some of the accounts who were not full-time influencers produced higher impression and engagement rates in comparison to those who do this professionally, underlining that it is the quality of followers that is important over quantity.