#SPIKEVAX Community

Moderna needed to build public awareness of Spikevax, its COVID-19 vaccine, in a sensitive category where vaccine messaging demands careful creator selection, content oversight and pharma-grade compliance. Audiences are wary of overtly promotional health content, which raises the bar for who delivers the message and how, and the heavy compliance demands of pharma-adjacent communications had to be met before anything could scale. Open Influence framed the work as a community rather than a broadcast, on the view that genuine engagement matters more than raw reach.

Open Influence ran a creator-led community campaign anchored to the #SPIKEVAX hashtag, using social media creators to reach audiences at scale under the oversight a sensitive health category requires. The available source does not preserve the creator mix, content formats or platform breakdown, and launch and flight dates are not stated.

By the agency's account, framing a sensitive health message as a hashtag community gave audiences a way to participate rather than just view, and clicks were treated as the signal that audiences took an active step beyond viewing. The work is documented on social channels, with Instagram named. Open Influence reports over 503 million impressions, more than 32 million engagements, a 6.44% engagement rate and 71.8K clicks, all self-reported and not independently verified. The page's campaign detail section was not preserved, and a separate agency, Coegi, publishes its own Moderna Spikevax case study under a different name, so the boundary between the two engagements is unclear and Open Influence's contribution should be read as self-reported.