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Grassroots Instagram Campaign
Client: Children's Hospital New Orleans (CHNOLA), part of LCMC Health, is the state's leading non-profit healthcare system for children.
Client ask: Get people to share their positive experiences with the hospital.
My Task: Work with the digital and creative teams to develop and execute a grassroots Instagram campaign.
Awards:
1. 2017 PR News Social Media Awards Winner for "Best Instagram Contest"
2. 2017 AVA Digital Awards Honorable Mention for the "Web-based Productions: Social Media Site - Contest Promotion" category
Objectives and successes:
Objective 1: Adoption/ use of campaign hashtag from local parents.
Achieved: We had the second-most used and engaged hashtag for their account. Second only to #chnola, their overarching brand hashtag.
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Objective 2: Reach an audience of 500 Instagram users.
Achieved: We reached a network of 2,743 people, expanding to a much wider network outside Children’s Hospital New Orleans’ existing following.
Objective 3: Increase followers by 10%.
Achieved: The campaign increased Children’s Hospital New Orleans’ Instagram following by 35%, thus giving their brand an even broader reach.