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Connecticut Children’s is Connecticut’s only health system just for kids. But they wanted to ensure their cutting-edge research and care was top-of-mind for key audiences such as parents (A25-54 w/children).
The concept: Beyond Imagination. The message? Like the kids they treat, Connecticut Children’s is emboldened by vivid imagination. Imagination drives the commitment and passion to fight harder for kids. It has fueled huge breakthroughs advancing pediatric healthcare — daring them to think even bigger.
To meet campaign goals, we deployed digital video channels (OTT, Video Pre-Roll) to create brand awareness. We utilized display, email and social to generate engagement of Connecticut Children’s content and exemplify their leadership in children’s health, while also leveraging brand awareness messaging with service line messaging to create a synergistic impact — leading to increased preference of Connecticut Children’s across key market regions.
The results? Consumption of content on the Hearst Publishing Content Hub drove over a 3min average time on site, which was 212% over benchmark. Our digital and social media placements generated 85% more site traffic and 165% more conversions taken online.