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.