As Johns Hopkins integrates Sibley Memorial and Suburban hospitals into the master brand, having clear strategies is vital. By giving each channel a purpose, Johns Hopkins can capture audience attention based on their online behaviors and give users a reason to follow across channels.
The micro-campaign, “Women, Let’s Be Real,” spoke to the different stages that women face when accessing healthcare — from discovering resources, to seeking preventative care, to receiving treatment. Special consideration was given to integrate women from diverse backgrounds, medical histories, and families to ensure the campaign was accessible to all women. Social Driver developed written content with tone and voice and key messages that served the overall strategy for each channel. Content included still graphics, infographics, GIFs, and explainer videos to visually tell the story. While the creative assets were developed to be evergreen, there were great opportunities to align them to conversations around Women’s Health Month.
The second micro-campaign focused on the four topic areas of Minority Health Month:
As part of the campaign, Social Driver developed written content in line with the proposed channels strategy and included still graphics, Instagram story cards, infographics, and GIFs to tell the story in engaging ways.