Methods: The digital media campaign included 15 static digital ads, two video ads, and two audio ads in English and Vietnamese. These ads were displayed July 24, 2023 to August 20, 2023, with video ads on connected television and YouTube and audio ads on connected radio. The ads directed users to VietAmHealth.org, a website created by a community-based partner with bilingual COVID-19 related information. Performance metrics such as reach, impressions, average views per person, ad displays, clicks, and website analytics were tracked using the Google marketing platform Campaign Manager 360.

Results: In total, 5.9 million ads were displayed, reaching 2.1 million viewers across 29,644 websites with an average of 2.77 views per person and 2,881 people clicking on ads. Websites and apps that received the most ad impressions included vnexpress.net, howtopronounce.com, and truepeoplesearch.com. Out of 12,591 VietAmHealth.org visitors during the campaign, 664 and 880 clicked to volunteer for a clinical trial and find a COVID-19 vaccine, respectively.

Conclusions: Digital health promotion campaigns represent an opportunity to reach populations where they are. The need to increase reliable sources of information, especially for audiences who do not speak English, cannot be underestimated when seeking to rebuild trust in public health and science.