As one of the Philadelphia region’s longest standing and leading voices in healthcare, Einstein Healthcare Network prides itself not only as a health and wellness provider, but also as an active member of its community.
Einstein asked ChatterBlast Media (CBM) to develop creative campaigns that further establish itself as a thought leader within healthcare, but by touching its community through social media outside of traditional healthcare brand norms and to further humanize the Einstein brand.
— Einstein Healthcare (@EinsteinHealth) October 17, 2016
CBM developed a user-generated content campaign that aimed to collect and tell the stories of Einstein baby deliveries. Dubbed Born at Einstein, the campaign set out calls to action across Facebook, Twitter and Instagram for users to submit stories and photos of their own experiences with Einstein’s facilities and staff through both social media and a dedicated Born at Einstein microsite.
Born at Einstein messaging was further directed through social media advertising across regions with specific ties to the Einstein community, both within and outside of the United States. CBM curated submissions to be shared across social media, showcasing the stories behind Einstein babies. In order to keep the submissions coming, a contesting element was periodically added to the campaign, further encouraging users to submit their Born at Einstein stories.
— Bri Avila (@Bri963) June 18, 2016
Einstein babies across all generations—from the 1940s to today—were highlighted through Born at Einstein, showcasing the diversity in stories to tell, and positioning Einstein as far more than your average healthcare brand on social media.
Throughout a short-term campaign period, Born at Einstein generated more than 1,300 story submissions across Facebook, Twitter and Instagram from more than 20 targeted regions, and garnered more than three million impressions across all social media platforms.
Born at Einstein was recognized at the Public Relations Society of America Philadelphia’s 2016 Pepperpot Awards, where it was honored with an Exceptional Social Media Campaign award.