Sacramento County Public Health

Sacramento County again tapped RSE to assist with their efforts to increase vaccination rates for viruses that are more common and spread more quickly in winter months (COVID-19, influenza, and RSV) vaccination efforts among all of Sacramento County, with special attention to communities of need.

Multiple healthcare systems and providers had developed flyers for outreach workers to use, and Sacramento County asked RSE to develop a paid media program and adapt the approved creative into English and Spanish. We quickly used our knowledge of County HSAs to craft a multi-tiered, multi-lingual and multicultural campaign to help educate residents why and how to get vaccinated against winter viruses. The main message points (5 Ways to Protect Yourself and Your Family, Get Vaccinated/Boosted and Treated if Positive, Stay Home if You’re Sick, Wear a Mask, Wash Your Hands, Watch Your Distance, etc.) were developed for high profile digital and static OOH placements with high foot and vehicle traffic counts in priority HSAs and countywide preroll video, streaming audio, social media and OTT placements.

Overall, the Winter Vaccine digital campaign delivered over 15 million impressions and over 75,000 clicks to the Sacramento County website. The paid social campaign performed under cost benchmarks, with Stories ads driving better engagement than static in-feed posts. Video placements all performed well above benchmark, with pre-roll video generating a CTR of over 2%. Both Spotify and Pandora performed well, delivering a lower cost per impression and more clicks than anticipated.