Mobilizing Communities to Help Each Other: Fighting COVID-19 Through Comprehensive Media Strategies

Strategic brand growth and innovation to support immunocompromised individuals during the pandemic.

Project Overview

As Director of Integrated Marketing, I led a cross-functional team to develop and execute a cohesive creative and media strategy in partnership with the Patient Advocate Foundation and Bristol Myers Squibb. The campaign addressed the urgent need for food assistance among immunocompromised individuals during the COVID-19 pandemic, leveraging a multi-channel approach to drive community engagement and volunteer recruitment across all 50 states and territories.

To address food insecurity for immunocompromised individuals by:
1. Raising awareness about the issue through a nationwide media strategy.
2. Mobilizing community support by increasing volunteer recruitment.
3. Maximizing outreach and engagement through a diverse media mix, including digital, social, paid media, print, and outdoor advertising.
The pandemic presented logistical hurdles for coordinating across multiple media channels under tight timelines.
1. Reaching a highly targeted audience—both immunocompromised individuals and potential volunteers—required precise targeting and messaging.
2. Managing in-kind media donations while ensuring consistent campaign branding across platforms.
- Developed a strategic media mix to maximize reach and engagement, integrating paid, owned, and earned media channels.
- Worked closely with media partners and vendors to align messaging and optimize delivery.
- Leveraged enhanced targeting strategies on social and digital platforms to ensure key messages resonated with the right audiences.Description text goes here
The campaign delivered measurable impact:
1. +60% Increase in Total Site Visitors: A surge in both overall and new visitors, reflecting strong campaign visibility.
2. Triple-Digit Growth in Landing Page Views: Improved targeting strategies drove significant traffic to the Recruitment Landing Page.
3. +60% Growth in Volunteer Sign-Ups: Clicks to the volunteer sign-up form translated into real community action, enhancing support for immunocompromised individuals
- Campaign Strategy
- Social Media Strategy
- Creative Ideation
- Media Planning and ExecutionItem description