Submitted by Nativa

CDC: Latino Influencer Outreach for Flu Vaccination Awareness

Nativa ran a recurring December influencer outreach campaign for the CDC that carried flu vaccination messaging to Latino audiences through an average of 16 collaborating bloggers.

such as Sazón Boricua who herself has over 21,000 fans on Facebook aloneFacebook fans (Sazón Boricua)
On average, the outreach campaign received the collaboration of a total of 16 bloggers, located within Latino hubs such as Los Angeles, New York and even Puerto Rico.bloggers collaborating

Case in 60 seconds

The CDC needed its flu vaccination message to land inside Latino households during December, a demographic Nativa describes as growing faster than any other US ethnic group, which raises the cost of failing to reach it.

The campaign appears to turn on trust rather than distribution, because Nativa describes its bloggers as holding robust influence in the Latino community, which suggests a health message travels further when a familiar voice carries it than when an agency issues it.

Rather than broadcasting to Latino audiences directly, the CDC borrowed the standing relationships Nativa holds with Latina bloggers, so the flu vaccination message reached readers through voices those readers had already chosen to follow.

Nativa reached out to Latina bloggers and collaborated with them so they could share the flu vaccination message with blog readers and social followers, producing activity across Facebook, Twitter, Pinterest, Instagram and blogs, repeated each December over several years.

Nativa reports the campaign averaged the collaboration of a total of 16 bloggers across Los Angeles, New York and Puerto Rico, and names Sazón Boricua as having over 21,000 fans on Facebook alone.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The Latino community in the United States, reached through the blog readers and social media followers of Latina bloggers.
Public health instruction from a federal agency does not carry the same standing inside Latino households as a voice already trusted there, and the page's emphasis on bloggers with robust influence in the community suggests the campaign was designed around that gap rather than around message volume.
Seasonal flu messaging competes for attention in December against everything else the month carries, so the campaign appears to have bought its way in through people whose audiences were already paying attention rather than through paid reach.
The CDC supplied the message and stood back from delivering it, taking the role of source rather than voice, which is what allows the same flu vaccination point to arrive as a personal recommendation.
Based on the available evidence, the campaign treats vaccination as a household decision influenced by community conversation, which is why it invested in engagement volume across social platforms rather than in a single explanatory placement.

Creative & Execution System

Assets & channels

  • Blogs
  • Facebook
  • Instagram
  • Pinterest
  • Twitter

Partners

  • Nativa (lead_agency)

Participation mechanic

  • Nativa reports the campaign drove community conversations and engagements across Facebook, Twitter, Pinterest, Instagram and blogs, so audience participation took the form of responding to blogger posts rather than a defined entry mechanic.

Creator role

  • Sazón Boricua — creator

Results & Evidence

MetricValueResult type
Facebook fans (Sazón Boricua)such as Sazón Boricua who herself has over 21,000 fans on Facebook aloneperformance
bloggers collaboratingOn average, the outreach campaign received the collaboration of a total of 16 bloggers, located within Latino hubs such as Los Angeles, New York and even Puerto Rico.performance

Why Nativa's strategy worked

  1. 1

    Standing creator relationships allow a seasonal campaign to be rebuilt each year without a fresh search, which is what appears to let Nativa reconvene an average of 16 bloggers every December rather than casting from scratch.

  2. 2

    Geography of the creator roster rather than its size carries a community health message, because bloggers based in Los Angeles, New York and Puerto Rico reach separate Latino population centers that a single national voice would not.

  3. 3

    Blogs paired with social accounts give a health message two lifespans, a long-form explanation a reader can return to and short posts that circulate, which is the pattern this roster appears to have been chosen for.

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