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Client Overview
The NHS East of England sought to promote COVID-19 vaccination uptake within the UK’s Chinese community during the 2022 Lunar New Year. The campaign centered on the culturally resonant message: “虎年大吉，百毒不侵” (“Have a prosperous Year of the Tiger, stay free from all viruses”). Partnering with trusted community influencers was critical to overcoming vaccine hesitancy and ensuring message authenticity.
The Challenge
The NHS faced three primary challenges:
Cultural Sensitivity: Delivering health messaging without alienating traditions or perpetuating stigma.
Influencer Trust: Identifying creators with genuine influence within tight-knit Chinese communities.
Urgency: Executing the campaign within the two weeks leading up to CNY for maximum impact.
Strategy & Execution
InfluenConnect orchestrated a targeted, empathetic campaign to build trust and drive action.
Ethnicity-Focused Influencer Search - The platform’s AI filtered influencers by ethnicity (Chinese), location (UK), and lifestyle tags. Historical performance data ensured selections had high credibility and engagement.
Transparent Pricing & Rapid Onboarding - Pre-verified rate cards and direct contact details enabled the NHS to finalize partnerships within 48 hours. Influencers received tailored briefs emphasizing community well-being and cultural pride.
Timely, Culturally Relevant Content - Posts included CNY-themed infographics, vaccine Q&A videos, and personal testimonials from influencers. Content was published strategically in the two weeks before CNY, aligning with peak family discussions.
Results
The campaign achieved unprecedented reach and public health impact:
29.8M+ Impressions: Dominated Xiaohongshu, WeChat, and Instagram, reaching 80% of the UK Chinese community.
70% Faster Influencer Search: AI tools accelerated partner identification, ensuring timely campaign rollout.
Behavioral Shift: Post-campaign surveys indicated a 22% increase in vaccination intent among the target audience.