Pfizer KNOW PLAN GO Campaign
In January 2023, Pfizer, maker of the antiviral PAXLOVID, launched "Know Plan Go," an unbranded campaign to empower people to know whether they are at high-risk for severe COVID-19, make a plan to help prevent serious illness and, if they get COVID-19, talk to their doctor about a prescription treatment option.
The multichannel campaign engaged a diverse group of influential people with risk factors for severe COVID: P!NK, Michael Phelps, Jean Smart and Questlove. It drove media coverage that was off the charts and high spikes in website traffic with an engaged view rate of 31%. Importantly, testing showed 70% of high-risk viewers chose to plan ahead or ask their doctors about prescription treatment options.
RESULTS
The paid, earned, owned and shared campaign drove 774K website visits to KnowPlanGo.com which generated an engaged visitor rate of 31%. Website traffic increased by 47.7% when the TV spot first aired and hit an all-time high when it played during the Grammys.
There were more than 13,000 clicks on the “Assess Your Risk” button on the website, where users could assess their COVID risk.
The campaign resulted in 10M social impressions across Pfizer social, influencer, and celebrity, resulting in a social media engagement rate of 23.82%. The second strongest traffic driver to the website, outside of display which drove 278k visits was from Pfizer’s paid social, at 149k visits.
ComScore research showed that 70% of high-risk viewers chose to plan ahead or ask their doctors about prescription treatment options when asked to choose a single action after viewing the ad. The celebrities were not only likeable and believable, but also delivered this important COVID-19 message in a way that made people stop and care.
Know Plan Go also drove off-the-chart earned media coverage– 1.4 Billion impressions.