COVID-19 vaccination
campaign for CVS®.
#OneStepCloser
It has been almost a year since
COVID-19 disrupted our daily lives.
By getting the vaccine, we are getting #OneStepCloser to begin living our lives again.
#OneStepCloser is a platform and a movement that helps share the stories and experiences which celebrate the sense of hope across the nation and further positions CVS Health as a trusted healthcare partner.
Problem
The #OneStepCloser campaign needs public participation to create awareness of the movement. There needs to be tools for customers and employees to participate and share their vaccination stories.
Idea
Drive participation in #OneStepCloser through the use of in-store selfie cards, Instagram filters and stickers, and influencer outreach.
Goal
To encourage CVS shoppers and colleagues to leverage #OneStepCloser on their own social channels to help share what they are one step closer to doing after being vaccinated against COVID-19.
Role
Lead designer for social elements including the Instagram filter, stickers, and selfie card. Collaborated with copywriter Lauren LaBelle throughout this project.
Key Insight
Most of the population is sharing content and engaging with brands via social media, with tools like Instagram filters, stickers, reels, etc.
Category
Advertising/Social design
Client Project.
In-store selfie card
Consumers start their journey towards vaccination in store as they enter a CVS Pharmacy location to receive their shot. It was important to design around this in-store experience, providing consumers with a "Selfie-card" they can use during the 15 min waiting period.
This selfie card was created due in part to the widespread sharing of CDC vaccination cards on social media which contains private information. In order to try to protect customers' privacy, we created selfie cards that consumers could take a photo with to share on social media.
The card was designed with two different activation points for consumers. The first being the front, which asks consumers to write in what they are #OneStepCloser to. The second is on the back, where consumers can scan the QR code that brings them to the Instagram AR effect. This serves to support populations that are more comfortable with social platforms such as Instagram and those that may only want to share to close friends and family.
Prototyping
The selfie card went through multiple rounds of revision, with changes determined by printing costs and user experience. The card is now white to avoid full bleed printing and has more space for users to write in their response.
Interactive IG filter
The AR filter on Instagram lets people simulate being in a place or doing an activity that they are #OneStepCloser to. Consumers can choose between 8 backgrounds to match what they’re excited to be one step closer to, or the generic CVS branded background. They can access the filter in 3 ways: by scanning the QR code on the selfie card, following @CVSpharmacy on Instagram, or following a friend that has posted using our filter. The filter was designed with brand experience and customization in mind, with the added function of multiple backgrounds consumers can play around and personalize how they wanted to share their #OneStepCloer story.
Tap to access the filter
Tiktok/Instagram stickers
Stickers were designed to be fun,
eye-catching, and inclusive to maximize the amount of engagement on Instagram. Consumers can add these to their stories next to their selfies after getting their shots to call attention to the campaign and their vaccination moment. These stickers are celebratory and on-trend, appealing to younger audiences. Stickers were also used in the #OneStepCloser TikTok challenge.
Sticker Sketches
I designed these stickers to be both on-brand and trendy. Each sticker needed to have the CVS brand mark, but it had to be subtle enough that users would want to engage with them. Sparkles and fun typography were added to make the designers more social friendly.
Results
CVS has vaccinated over 10 million people as of April 1st, 2021
Stickers had 231.4 million views in the first 30 days and were the top performing stickers in their search category.
Campaign awarded BEST IN SHOW at the 2022 ANA In-House Agency Awards.
