Case StudyCampaign Event Health Influencer Management PR Social Media

Million Dollar Vax Vaccination Campaign

Aimed to safely accelerate Australia’s COVID-19 vaccination rate throughout the month of October, the Million Dollar Vax saw Bastion Amplify manage the PR and social media for the high-profile campaign.

Industry

Campaign Event Health

Services

Influencer Management PR Social Media

Expertise

The Million Dollar Vax campaign was a huge success, with over 2.75 million entries – the most of any competition in Australian history. To maximise the launch moment, we worked in conjunction with News Corp to offer the exclusive story that was syndicated across all their mastheads prior to a wider media campaign kicking off. Knowing that vaccinations are a contentious topic, this allowed us to lead the direction of the story and ensure all key messages were delivered to avoid any skepticism and validate the promotion. We then conducted a national media blitz with Million Dollar Vax Alliance chair, Craig Winkler, acting as a spokesperson across dozens of media opportunities including appearances on Sunrise, Today and all major TV and radio news programs.

In order to continue the momentum throughout the month, we developed milestone news stories based on entry data and entries received, we also worked closely with sporting ambassadors such as Bachar Houli and Luke Shuey to help encourage vaccination in several lower vax states via their social media platforms.

In addition, proactive media relations, Bastion also established and led the content creation and community management for the Million Dollar Vax social media platforms, namely Facebook and Instagram. This served to compliment the positive media relations strategy, but also respond and react to questions regarding entry upload from participants and to mitigate any potential negativity towards the campaign.

Million Dollar Vax

Results

80M+
Reach
4
News Corp Exclusives
735
Media Clips
75
Social Media Posts

Interested? Fill in the form and we’ll make sure the right person connects with you.

We love working with brands and businesses that want to break the boundaries and join the new-world agency. Let’s talk.

Contact Us

Sign up to our mailing list for update on all things Bastion.

Bastion acknowledges the traditional owners and custodians of country throughout Australia and acknowledges their continuing connection to land, waters and community. We pay our respects to the people, the cultures and the elders past, present and emerging.

  • Melbourne
  • Sydney
  • Gold Coast
  • Orange County
  • Los Angeles
  • New York City
  • Auckland
  • Wellington
  • Brisbane
  • Canberra
0422433231 Email Us
HH:MM:SS

© 2024 All Rights Reserved

Sitemap Privacy Policy

Contact Us

Cookies help us deliver the best experience on our website. By using this website, you agree to our use of cookies. Privacy Policy →

Accept