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Between September 2020 and May 2023, Sanofi Pasteur COPEPAC (Colombia, Peru, Central America, and the Caribbean) needed to position itself as a reference in vaccines. The goal was to educate on the risk, severity, and impact of vaccine-preventable diseases in order to reinforce the value of the full portfolio: influenza, pediatric vaccines (diphtheria, tetanus, pertussis, polio, hepatitis B, and Hib), and endemic diseases such as yellow fever and dengue.
Maggiore designed and executed the social media content strategy, organizing communication by pathologies and portfolio vaccines. It began with an audience analysis to profile segments in the countries within scope and a trend analysis to define seasonality and annual scheduling. It then produced educational content on an ongoing basis, managed community and monitoring in Spanish and English, and ran media campaigns on Facebook, Instagram, and Google.
The program established Sanofi Pasteur's VacunAcción as the strongest account in the Latin America cluster: it reached 3.3M people on Instagram and 8.4M on Facebook, with engagement of 6.84% and 3.92% respectively, above the 3% benchmark. It was also the most efficient at gaining followers compared to competing accounts, and it left clear learnings about which content educates and gets shared.
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