Objectives

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.

Strategy and Execution

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.

• Prong 1: Instagram Story Q&A sessions brought doctors to people at home in a social and real time manner. Specialists in each topic held individual Q&A activations using the platform’s native “Questions” sticker. Doctors/specialists invited users to leave their questions and answered them in real-time.
• Prong 2: Excerpts from those Instagram Q&A videos were taken to create illustrated video graphics featuring quotes or advice from doctors/specialists. These were created in order to further amplify the reach of the information. Illustrations featured diverse real-life depictions of Latina women, allowing consumers to see themselves in the content and feel represented and seen. Visuals were intentionally designed to reflect and emulate our audience and the targeted communities. Similarly, the graphics were designed by a female designer, to ensure every step of the creative process was aligned to the audience.
• Prong 3: Facebook Live activation featured a NewYork-Presbyterian doctor alongside an influencer and radio personality from the market, adding a hyperlocal and personal touch. In the style of a talk show, the segment focused on women’s reproductive health and touched on the topics of birth control, access to gynecological care, and family planning. The 20-minute activation had a series of one-on-one questions between the reporter and the doctor, as well as questions from audiences in real-time.

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:

• Educational articles on Univision NY’s website that elaborated on each of the topics discussed in the social media content.
• A digital takeover of the Univision NY website homepage that gave NewYork-Presbyterian a 24-hour full-screen presence.
• Radio interviews with the same doctors and specialists from the social media campaign that elaborated on the topics and invited consumers to learn more.

Results

Overall, the campaign was very successful, over-delivering on all client KPIs and driving high impact in the NY region:

• Over 4.4 million impressions
• More than 670,000 video views
• 972,000+ in reach
• Over 5,000 engagements/actions

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.

Media