CASE STUDY
Skip the Flu
Here’s how we helped Oklahoma boost flu shots by 20%, exceeding immunization and engagement expectations despite seasonal challenges.
The Client
The Oklahoma State Department of Health (OSDH) is a government agency dedicated to protecting and improving the health and well-being of Oklahoma’s residents.
The Ask
Candor was tasked with maintaining steady year-over-year flu immunization rates by using strategic paid media placements to reach key Oklahoma audiences.
The Campaign
While we inherited the existing “Skip the Flu, Not the Fun” campaign identity, we uplevelled the creative to incorporate new visual components/refreshed copy, a vanity URL, Spanish translations and animation to more personally connect with our audiences.
Creative was designed to reflect urgency and optimism, with visuals and messaging tailored to localized and lifestyle-specific audiences. We also created content for seasonally timed cultural moments, such as Valentine’s Day and March Madness.
We prioritized digital channels for real-time optimization, cost efficiency and targeted reach.
Influencer & NIL Partnerships
The campaign drove real-world action.
Our campaign timeline was January 1 – March 25, which is outside the CDC’s reported peak vaccination period (September – December). Despite this — and despite Oklahoma ranking 48th nationally in overall vaccination coverage — search trends in Oklahoma for the flu skyrocketed in late January through mid-February and vaccinations increased by nearly 20% year-over-year in the same period.