What We Did

• Assessed people’s lifestyle choices, and how much they might bend to government health guidelines if they received the right message.
• Recruited influencers who were free of political agendas, racially diverse, and represented multiple generations.
• Moved faster than the virus on a project with government sensitivities.
• Despite the odds, we found authentic “TEXAS” voices to promote habits that would encourage life-saving change throughout the state.

Beyond the Campaign: Lasting Impacts and Lessons

Markerly's Healthy Texas campaign has not only been a testament to the power of strategic influencer engagement but has also set a new standard for public health communication across the state. By reaching over 33 million people with crucial health messages about masking, hand washing, and social distancing, the campaign played a pivotal role in flattening the COVID-19 curve and reducing disease spread. This initiative showcased the effectiveness of authentic reach, with just 26 influencers sparking 37.4 million engagements, dramatically surpassing the population of Texas itself. The campaign’s success was underpinned by three key principles: Authentic Reach, Integrated Influence, and Social Good. Markerly ensured that each influencer was not only passionate about the message but also adhered to a high standard of social responsibility, a crucial factor given the rapidly changing pandemic environment. This approach allowed for a narrative that was both engaging and respectful of the diverse audience's needs, helping to shift health behaviors among the notoriously tough-to-persuade Millennial and Generation Z demographics. The strategic integration of social media, content marketing, PR, and narrative-building enabled a holistic approach that amplified the campaign's reach and impact. By fostering a collaborative environment where influencers and brands worked closely to tailor their strategies, Markerly ensured that the campaign's messages were not only heard but also embraced by communities across Texas. As we look beyond the campaign, the lasting impact is clear. Texas is not only healthier but also more receptive to making health-conscious decisions. The Healthy Texas campaign has laid a strong foundation for future public health efforts, demonstrating the profound benefits of integrating passion, responsibility, and strategic collaboration in influencing public behavior for the greater good. Markerly is committed to continuing its work on causes that unite and uplift, ready to face the next challenge with the same vigor and dedication that marked this transformative campaign.