Nationwide Children’s Hospital
In partnership with Nationwide Children’s Hospital we developed the On Our Sleeves movement to address the overlooked issue of children’s mental health, aiming to raise awareness and provide educational resources for families. To achieve national attention and attract corporate sponsors, they needed a powerful campaign launch.
Strategy and Execution
Campaign Concept Development: Built out and tested campaign concepts across targeted regions with a small media budget to determine the most effective creative execution.
Data-Driven Planning: Utilized MRI data to identify where the target audience shops, what TV channels they watch, and where they consume media online.
Targeted Media Approach: Launched the campaign nationally, targeting specific digital publishers with an always-on approach to programmatic, PPC, and paid social, while integrating digital audio and OTT for key campaign moments.
High-Profile Launch: Kicked off the campaign with a live segment on the Today Show featuring a patient champion from Nationwide Children’s.
The Work
Results
Social media engagement skyrocketed, resulting in an over 3% click-through rate (CTR) to online resources and movement sign-ups.
Achieved an average 70% view-through rate (VTR) on OTT.
Secured leads for several corporate partners and donors who would support the On Our Sleeves initiative by providing resources to their employees and funding further awareness efforts.