Throughout the Covid-19 pandemic, WarnerMedia has used its platforms to share pro-social messaging around social distancing, masks, and now, vaccines. Our “Join the Team” campaign was part of the on-going CSR effort to help address the Covid-19 pandemic. This activation follows up on our PSAs from mid-summer that we ran in partnership with the White House, encouraging these vaccine-hesitant Americans to get their shots. Our goal was to encourage the persuadable audience to get their vaccination, while also demonstrating WarnerMedia’s commitment to the health and wellness of our consumers, partners, and employees alike.
We’re all in this pandemic together – and each of us can help bring it close to an end. For this campaign we riffed on a 1980s baseball card design and used characters from across the WarnerMedia portfolio (wearing band-aids!) to send a message: “Join the Team. Get Vaccinated.” Brands across WarnerMedia (HBO Max, DC Comics, Looney Tunes, TBS, TNT, TCM, Turner Sports, Full Frontal with Sam Bee, Rooster Teeth, Sesame Workshop, and more) posted the cards to their social accounts, asking their followers to get vaccinated. Each brand had their own assets tailored to their programming, which featured their characters and shows.
These are the brands we worked with on this initiative:
41 total posts published by 20 partners across Instagram, Twitter, and Facebook.
Total Social Footprint: 63.3M
Total Potential Reach: 2.6B
Total Engagements: 154.3K
In addition to brand participation, we had talent engagement including:
Judy Reyes: Re-tweet | 37.3K followers