Tackle Flu Season Like the Steelers
Pittsburgh Steelers Flu Shot Activation— Digital Ads

Flu season posed a competitive challenge in the retail pharmacy space, with multiple chains competing for patient attention. Giant Eagle Pharmacy wanted to stand out, increase vaccination rates, and connect with the local community in a way that felt exciting rather than clinical while still communicating health urgency and trust.

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Solution​

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We partnered with the Pittsburgh Steelers to create a co-branded flu shot activation built around the rallying cry “Tackle Flu Season Like the Steelers.” The campaign ran across social media, in-store signage, and digital placements. Visuals blended football energy with healthcare messaging, featuring team colors, bold typography, and engaging calls to action. The creative evoked game-day excitement while reinforcing the importance of seasonal flu protection.

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My Role​

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Concepted and developed the campaign from initial idea to final execution, blending sports enthusiasm with healthcare urgency. Wrote social ad copy and in-store messaging, and collaborated with the design team to align visual tone with both Steelers branding and Giant Eagle Pharmacy guidelines. Provided creative direction on calls to action to drive vaccination appointments and in-store engagement.​

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Analysis​

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• Budget: ~$200K (digital + in-store + partnership rights).

• KPIs:

  • Campaign reach exceeded 1.2M impressions across paid social and in-store screens.

  • Digital ads achieved a 4.1% CTR, nearly double the retail healthcare benchmark (2.2%).

  • Steelers-themed creative generated 30% higher engagement than non-partnered flu shot messaging.

  • Vaccination appointments at Giant Eagle locations increased 18% YoY during campaign period (~+40K doses).

• Results: By combining hometown pride with healthcare urgency, the campaign energized patients to take preventive action and boosted Giant Eagle’s visibility in a competitive flu shot market.

• Learnings: Sports partnership content drove the strongest response when localized and tied to health urgency, proving the value of community-driven creative partnerships.