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Covenant Health Maternity Campaign
Role: Lead copywriter
Designer & art director: Leticia Kleinberg
Covenant Children’s in Lubbock, TX, had only 42% of the market share in newborn deliveries in 2017. The goal of this campaign was to increase the number of patients choosing Covenant OBs by 10% in one year, thereby increasing the number of deliveries at Covenant Children's.
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Our approach: We created a campaign focused on joyful images of babies and new mamas and aspirational messaging to tug at the heartstrings of millennial women planning a family, or newly pregnant. A series of stylized hashtag headlines with the look and feel of Instagram were created to support the message.
This multi-channel campaign was scaled for:
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Video (:15 and :30 broadcast and social media)
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Paid and organic social media (carousel and static)
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Terrestrial radio
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Print
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Digital
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Out-of-home
