Flu Vaccine Campaign: Reaching Communities of Color Online

The Office of Minority Health and Vaccines.gov asked SOMA to help reach communities of color in advance of flu season to help build awareness around the safety and efficacy of the flu vaccine. We launched an integrated digital campaign with a mix of live interviews, social media content and blog posts to reach the target audience. SOMA proposed the concept of a Round Robin on Instagram, bringing the U.S. Surgeon General live on Instagram for the first time, with back-to-back interviews. Our diverse team of six leading national influencers helped dispel myths around the vaccines and worked to build trust in the vaccines in communities of color.

Social Media Campaign

6 Influencers

1 month


potential impressions




Social posts


Video Views

Content Saves

Campaign Objectives

  • Partner with six leading Black and Hispanic influencers to raise awareness around the safety of the flu vaccine and the importance of vaccination during a pandemic.
  • Launch an integrated digital campaign, tapping into the unique strengths of each influencer, to reach followers across multiple social platforms, from blogs to Facebook, Instagram Stories and Instagram Live.
  • Successfully bring the U.S. Surgeon General Jerome Adams live on Instagram with 6 scheduled 10-minute interviews on Tuesday October 13, 2020.
  • Track engagement and traffic to Vaccines.gov website as metrics of success. Engagement measured in terms of Live session views, likes, and comments.

Influencer Team

Immediately following the Instagram Round Robin sessions, there was a 250% increase in traffic to the Vaccines.gov website. Building an integrated digital campaign with trusted influencers, combining Live interviews with the U.S. Surgeon General, with social media content and blog posts, helped build interest in the flu vaccine and drove the target audience to seek more information from a trusted source.

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