My Turn California
California’s Vaccine Appointment Site
X
RETURN ON AD SPEND
$K
EARNED MEDIA VALUE
Client Background
- My Turn California is part of the Department of Health and Human Services, with a core mission to provide information and access to life-saving vaccines, clinic services, and medical records.
- Market: California
- Industry: Government / Health
SERVICES
Creative
- Strategy
- Campaign Development
- Bilingual Content Creation
Media Planning and Buying
- Bilingual Channel Strategy
- Media Mix
- Optimization
Challenges
- Extremely tight time line to concept, produce, and place in market.
- Producing commercial content during COVID restrictions.
- Negotiating Partnerships and PSA Media Time with Broadcast Partners in 7 days to campaign flight.
Solutions Implemented
Strategic Partnerships
- Engaged the Public Service Network (PSN) for additional distribution.
- Partnered with the California Chamber of Commerce to leverage its extensive business network.
- Secured additional organic social media support from:
- Community Organizations: California Business Roundtable, Southern California Leadership Council
- Local Business Organizations: California Asian Pacific, California African American, and Hispanic Chambers of Commerce
- Professional Sports: Los Angeles Kings
- Hospitals: Cedars-Sinai Hospital and Keck Medicine of USC
Creative Development
- Produced PSAs in English and Spanish.
- Messaging aligned with the interests of partner organizations to ensure buy-in.
Earned Media Distribution
- PSN issued a digital media advisory to TV stations across California.
- Tracked placements via Nielsen Media Research to measure effectiveness
RESULTS
Through a mix of strategic partnerships, earned media efforts, and paid media, STFRD delivered 5x Return on Ad Spend (ROAS), and drove nearly $250,000 in earned media impressions through amplified partner activations.
X
RETURN ON AD SPEND
$K
EARNED MEDIA VALUE
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