Social Engagement Campaign

For kids with rare and complex diseases, sometimes there are not a lot of options out there. Cincinnati Children’s Hospital knew they had some unique solutions to offer but needed to get the word out. But, how do you find a child with a condition that only affects 1 in 10,000? We started listening, online.

Campaign Overview: 

Through some of our discovery interviews, we learned that many patients had come to Cincinnati Children’s through online forums. So we put our ear to the ground and found plenty of moms who were asking other moms where to find the answer. We joined the conversation and gave moms a microphone. To reach patients with rare conditions, we profiled condition communities and created authentic relationships with the influencers in these communities. We then developed live chat experiences featuring Cincinnati Children’s world-renowned experts. We promoted these events through influencer engagement, blog posts on the Cincinnati Children’s blog and social media. These events connected parents from across the globe with experts on their child’s rare condition. In addition to providing valuable content, the events generated great social media coverage through hundreds of posts, tweets, shares and blog articles.

Tactics Included: Social listening, social engagement, social strategy, social assets, display advertising and interactive application.

By distributing remark-worthy content from world-renowned experts, parents have been given hope and life-changing answers they could not find on their own. In addition, some of the live events have generated a 600% return on investment and have exceeded new appointment goals by over 250%.

Role: Creative Director, Art Director, Copywriter and Social Strategist
Agency: DBA Worldwide