Moderna COVE studies
Paid social media ads for Moderna's different COVID-19 vaccine studies
Project Summary
COVID-19 was a colossal event, so it's no surprise that there was a sudden and urgent need for vaccine medical studies. Crowley and Praxis helped Moderna roll out their series of COVE studies, both promoting the vaccine and the studies that helped create it.
Under these COVE studies, they targeted different demographics for participation in research, successfully launching COVE Transplant, COVE pregnancy, BabyCOVE, TeenCOVE, and NextCOVE, among others.
In this project I'll walk through the digital advertising that was created to support these studies.
Animated Social Ads
Final MP4s
Pregnancy/BabyCOVE
KidCOVE
TeenCOVE
All the COVE studies had distinctive imagery and style, but kept the COVE circles throughout, unifying them. For animation, I kept that same idea and animated the circles to appear bouncy and light for each.
The top and bottom had deliberate white space in order to leave room for the Meta overlays, and wouldn't cover up any important copy or imagery.
Animated Storyboards
All the animated ads were laid out frame by frame in a storyboard for client approval before we began animation. Often times, materials would pend approval together, and we would submit the materials using an FPO on the unfinalized images for clarity.
Once we received approval, I would translate the layouts into an animated story using Adobe After effects and exporting them as MP4s.
Static Social Feed Ads
Layouts and Copy
All the animated social ads were accompanied by static in feed ads. The demographics aimed for participants of all ethnicities and backgrounds, so images were chosen strategically based on the client specifications.
A lot of times, the images were treated with the overall style of the study to add to the engagement.
We also included a page of the accompanying copy that could be mixed and matched with the imagery.
Advocacy Social Posts
Layouts and Copy
On a completely different level than the Paid Social Ads we created, we often created Advocacy social posts. Rather than being paid media, these ads were created for posting on the study social media accounts, and were usually paired with specific copy.
The above layouts are examples of COVE Transplant, and NextCOVE advocacy posts that were created within the brand for those particular studies.
Conclusion
Digital advertising is one of the most important ways for businesses to get out there and effectively brand themselves. Animation furthers that goal, as animation is more eye catching for users.
The COVE campaigns were wildly successful and led to the completion of the studies and the vaccine, as well as the booster variants.
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