Objectives

The World Health Organization dubbed 2020 the "Year of the Nurse" before we even knew what was coming. COVID-19 has proven nurses to be literal superheroes in scrubs. For Nurses Week, we wanted to create a video that conveyed our undying gratitude for all they do, putting themselves on the front lines amidst an unprecedented pandemic and risking their lives to save others. Additionally, we had hundreds of hospitals across the country in desperate need of staff. So with the video, we wanted to send our most heartfelt thanks to clinicians for their selfless work and entice others to join them to help out hospitals in need.

Strategy and Execution

We shared our video campaign organically through a multi-channel communication plan including a Nurses Week email to our clinicians, Facebook, Instagram, LinkedIn, YouTube and Vimeo. We emailed and posted the video on our various channels the first day of Nurses Week (5/6/2020).

Results

The organic results of our campaign are:

• 2,881 nurses watched the video from our Nurses Week email.
• 6,943 people watched the video on YouTube and Vimeo.
• The video was shared nearly 300 times on Facebook.
• Approximately 21,000 social platform views – combined total from Facebook, Instagram and LinkedIn.

Media