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