During the height of the COVID-19 pandemic in 2020 through 2022, XOMAD partnered with multiple agencies across the State of New Jersey to help keep New Jerseyians informed, healthy and safe.
The Challenge:
Throughout 2020 – 2022, states across the country struggled to keep residents informed about how to stay safe and healthy during the pandemic, due to constantly evolving information and great uncertainty caused by myths and misinformation.
The Solution:
XOMAD partnered with multiple agencies across New Jersey, including the Department of Health, New Jersey Hospital Association, and Choose New Jersey, to improve masking efforts, contact tracing, and vaccinations:
- Two campaigns in partnership with Choose New Jersey in late 2020 focused first on convincing residents to stay healthy by wearing masks (#MaskUpNJ), and the second aimed at driving downloads for the State’s COVID Alert contact tracing app (#CovidAlertNJ).
- Two campaigns with the New Jersey Hospital Association (NJHA), focused on driving vaccinations among Black and Hispanic New Jerseyans (#LetsGetNJVaccinated), and later, boosters among all New Jerseyans and vaccine for kids 5+ (#GetNJBoosted)
- A two-part program with the New Jersey Department of Health and Marketsmith focused on increasing vaccinations and booster rates among New Jerseyans (#HealthyNJ) and vaccines for children over 5 years old (#NextStop).
With multiple campaigns executing simultaneously across New Jersey, XOMAD ensured all programs worked together to maximize impact and efficiency.
Throughout the campaign, XOMAD’s proprietary technology engine identified and vetted 801 New Jersey-based community messengers that reached the target audience relevance to the campaign element. The messengers shared nearly 8,000 posts, stories & (re)tweets on Instagram, TikTok, Facebook and Twitter.
The Results:
More than 25 media covered XOMAD’s work, including The New York Times, CNBC, and CNN, who calledXOMAD the “new frontier of PSAs.” The program proved repeatedly that when scaled groups of trusted, local, and thoroughly vetted creators reach their audiences multiple times with multiple pieces of unique content, they can drive action:
- Given 100% of the paid media budget from Choose New Jersey, creators drove 110,000+ downloads of the State’s COVID Alert app (a 95% increase) over the first two weeks of the #CovidAlertNJ campaign.
- In just two months of the #LetsGetNJVaccinated campaign, vaccinations among Hispanic and Black New Jerseyans increased by 20% and 12%, respectively, and there was a strong correlation of spikes in trusted messenger impressions with vaccines in arms.
- During the last phase, after boosters had been available for multiple months to adults, boosters increased by 10.27% statewide.
Learn more about using local, trusted influencers to distribute public health messaging. Get in touch today.