In partnership, Univision and NewYork-Presbyterian joined forces to create a branded content campaign to reach Hispanic consumers with information about women’s health topics. The goal was to engage with consumers, build trust for the NewYork-Presbyterian brand, and help women in the New York area find resources and doctors near them.
This campaign included a cross-platform program on digital media, radio, and social media.
The strategy focused on NewYork-Presbyterian doctors and specialists and used their expertise and voice to speak to consumers in a direct and casual manner. Six topics guided our editorial, among them cancer care, pregnancy, and mental health.
The three-prong social media execution strategy included custom-created illustrations, a Facebook Live activation, and Instagram Story Q&A sessions, all with the purpose of demystifying women’s health topics.
The mix of tactics was needed to create a tailored approach – Latino culture, specifically in the New York region, has nuances that shape patients’ relationship with their health, their doctors, and their healthcare providers. Designating some content for public discussion by posting in feed and other content for more 1:1 consumption through Instagram Stories allowed audiences to engage with the branded content in the space and manner that felt most organic to them.
For a 360-approach, content was extended across platforms to digital media and radio. This included:
Overall, the campaign was very successful, over-delivering on all client KPIs and driving high impact in the NY region:
The most engaged piece of content was an illustrated graphic that garnered more than 132,000 video views and 600+ total shares and comments on one single post. The post sparked an organic conversation, with audiences sharing their personal thoughts, stories, and engaging with each other and with the brands.
These results were delivered to key demos in the NY market, making these results even more impactful as each impression, view, and engagement delivered came from a hyper-targeted pool of consumers.
