Medical College of Wisconsin

An Inside-Out Strategy Tells The Brand Story 


  • 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


  • 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


  • 42% Video View Rate

  • CPC of $0.16

  • CPM of $4.19

  • 3 Million Impressions

  • 2.3 Million Reach

  • 1.3 Million Video Views

Inside Media Partners LLC

Milwaukee, WI



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