Medical College of Wisconsin

An Inside-Out Strategy Tells The Brand Story 

Content

• Using physicians, researchers and other faculty with social media personalities, 15 videos were produced that tell the behind-the-scenes stories of people at MCW who heal and improve lives 

• Edited for social media, the video shorts are authentic and shareable

Distribution​

• Using an inside-out strategy to give MCW employees and students the opportunity to engage with the brand, built a customized content distribution plan 

• Built and activated the influencer community

• Produced & distributed “How To Share” video to engage casual social media users

• Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content

• Built custom audiences and retargeted using lookalike audiences

• Employed a tiered paid advertising strategy based on content most likely to drive engagement

Results​

• 42% Video View Rate

• CPC of $0.16

• CPM of $4.19

• 3 Million Impressions

• 2.3 Million Reach

• 1.3 Million Video Views