Medical College of Wisconsin

innovative way to build brand awareness

Medical College of Wisconsin (MCW) had low brand awareness and was looking for a high-impact, cost effective way to supplement its traditional brand awareness campaign with social media.

INFLUENCER BRANDING

What If

Versant produced a turnkey social media influencer campaign for MCW, including 15 behind-the-scenes videos. The short (less than one minute), authentic videos told the stories of people whose work changes lives through research, patient care, education and community engagement. The campaign also included an instructional video demonstrating how to share social media content.

…Becomes Wow

Campaign performance exceeded MCW expectations with more than 2.5 million Facebook impressions and 1.2 million video views. The video view rate of 47% is more than two times the benchmark for a successful campaign. MCW followers increased by 50%, one of the goals of the campaign.

Testimonial

“We needed a powerful tool to boost social media engagement with audiences who hadn’t taken notice before of the benefit that academic medicine delivers to communities. Smart Influencer became our leading social strategy for delivering authentic, human stories about the impact of our doctors, scientists and students. Versant provided us with the quick turnaround and expertise to deliver a portfolio of stories that helped increase our Facebook followers by more than 40% in less than six weeks. Performance completely exceeded our expectations and the videos continue to generate engagement. The partnership provided by Versant and Inside Media was exceptional – they helped us build our social strategy, re-target our content, and they trained our team to take this work forward. They were a great match for our needs, culture and budget.”

Mara Lord

VP Communications, Experience & Brand Strategy