CVS One Step Closer Vaccination Challenge
CVS wanted to deploy a social activation to connect with Gen Z, a demo that had largely been ignored in the marketing efforts around the COVID-19 vaccination. We leveraged TikTok—a platform that CVS had never used before—and partnered with Domino Saints to write and perform a new track that would spread on TikTok across all ethnicities and backgrounds and launched the #OneStepCloser Challenge.
We launched the same day vaccination eligibility opened up to everyone 18+ in the US – this raised awareness and generated positive sentiment around getting vaccinations and CVS.