paulboutin
DESCRIPTION: This is a test campaign not for a product, but a call to action: Many people are postponing / procrastinating on getting their COVID-19 vaccines. They don't post about this. It's like voting: Everyone says they will, but a large percentage never complete the task.
AIM OF THE CAMPAIGN: To encourage people to quit delaying on getting vaccinated. This is a small test of influencer marketing of the message. It will grow into a larger one if the results are promising.
WEBSITE URL: The campaign has created three websites so far. We are NOT looking to drive traffic to them, but they may be useful resources for links, memes or message in social media posts. Not required, nor are their voice and style expected to be copied.
https://www.beforetimes.org/
https://www.vaccinenews.us/
https://www.antiantivax.us/
WHAT TYPE OF INFLUENCER ARE YOU LOOKING FOR? For this small initial test, Health/Wellness and Family, plus any niche category, e.g. dogs, where the influencer can tie the urgency of being vaccinated into their main topic. E.g. "Do it for your doggo."
Generally we want to focus on mostly U.S. audiences for the test, but this isn't a restriction.
WHAT EXACTLY IS THE INFLUENCER REQUIRED TO DO?
1. One or more paid posts during the week of April 12-19 which encourage their audience to take action to get vaccinated.
2 .Include one or more of these hashtags in each post, so that they can be tracked and shown to senior managers who authorized me to run this campaign. We don't expect the tags to go viral. Rather, we are using tags that are already popular on Facebook, which suggests people are OK about using them.
#vaccine
#byecovid
#provax
3. Avoid using blatant falsehoods in messages. Avoid ad hominem attacks on individuals or disadvantaged identity groups. That said, it's totally OK to make fun of anti-vaxxers, procrastinators, manly men who won't admit they're afraid of a needle, etc.
REPORTING: Submit a short report by end of day April 12 on Likes and Shares (as appropriate per platform), plus any relevant anecdotal information about how it went. These will be used to decide if the campaign is worth expanding.
HOW MANY POSTS ARE REQUIRED? One. We may negotiate for more with some influencers. This is a small-budget test to see if it is worth putting much more budget into a larger campaign.
WHAT SOCIAL CHANNEL DO YOU WANT TO USE? Instagram, Facebook, Twitter
WHAT LOOK/FEEL/STYLE OF POST ARE YOU WANTING? This is your call. You are the influencer who has built an audience. What message in what style will most resonate with them? We are long-term marketing and communications professionals who know when NOT to tell you what to say, or how to say it. We want you to do what you already do.
DESCRIBE THE COMPENSATION IN DETAIL: We will pay your pre-negotiated price per post by your preferred electronic method. There will be no sketchiness or attempt to renege on payment. We've been freelancers ourselves, so we know that prompt payment as promised is important.
