Medical College of Wisconsin
An Inside-Out Strategy Tells The Brand Story
Content
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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
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Edited for social media, the video shorts are authentic and shareable
Distribution
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Using an inside-out strategy to give MCW employees and students the opportunity to engage with the brand, built a customized content distribution plan
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Built and activated the influencer community
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Produced & distributed “How To Share” video to engage casual social media users
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Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content
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Built custom audiences and retargeted using lookalike audiences
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Employed a tiered paid advertising strategy based on content most likely to drive engagement
Results
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42% Video View Rate
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CPC of $0.16
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CPM of $4.19
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3 Million Impressions
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2.3 Million Reach
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1.3 Million Video Views