THE CHALLENGE
Vaxxinity aimed to launch a new social media program, hoping to achieve recognition as a leader in COVID-19 research. This required creative thinking and strategic planning, considering how many others are working in the COVID-19 space.
STRATEGY AND TACTICS
In order to highlight Vaxxinity and its COVID-19 work, Russo Partners first performed an in-depth assessment of the current social media landscape, focusing on competitor strategies and influencer mapping.
Russo Partners then developed a plan, updated monthly, to create a unique voice for the company by engaging with a target audience (reporters, investors, KOLs, executives, and more) and by creating content focused on thought leadership, executive visibility, and corporate updates.
OUTPUT AND OUTCOMES
In just 6 months, Vaxxinity’s social media presence grew from 42 followers on Twitter to 751 (1,688% increase) and from 198 on LinkedIn to 1,026 followers (418% increase), positioning the company as a relevant player in the field.
Bottom Line: Russo Partners’ in-depth social media landscape analysis led to the creation and implementation of a strategic plan that leveraged all aspects of the company, with successful tactics and monthly assessments that allowed for continual growth. This increased the visibility of the company to the right audience, built valuable relationships with the media, and provided information to the public.