Challenge

Fake news about Vaccinations were taking over. YouTube had to fight this and the perception that it wasn't a trustable platform.

Inspiration

The insight was inside: Trustworthy vaccination experts and influencers were already on YouTube. Which meant we had the authority to talk about it too.

Idea

Big health names and celebrities interacted with the main questions about vaccines and, using fresh data, we quickly adapted assets to be the most timely and precise possible.

Growth

And results proved our success: YouTube reached 2.8 million engagements, a 10.1% brand lift on being a trustful source about vaccines, the preferred brand to find informations about the theme and an ally for all Brazilians during the pandemic.

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