We recently won a Gold MarCom award for a digital marketing campaign we carried out for one of our longtime clients, Aria Health. We were 1 of only 4 gold-winning entries in the Lehigh Valley. I’d like to tell you a little bit about the motivation behind the winning project, how we pulled it off and the results that it produced.

Aria Health, a community hospital system with top quality care, is located in Northeast Philadelphia & Lower Bucks County, Pennsylvania. Aria had completed a branding campaign just in time for the New Year in 2015, and wanted to share their new look while engaging with and encouraging their followers to embark on a rebranding of their own. With the New Year just weeks old, and prime resolution-making in full swing, everything was perfectly teed up for our Digital Marketing team to roll out the Aria Health New You Instagram Challenge.

#AriaNewYou

 

Aria challenged their Instagram followers to share pictures of themselves participating in one of six healthy habits being promoted by Aria during the promotion, using the hashtag #AriaNewYou. Each week for six weeks Aria awarded a prize to one randomly selected participant. For the six healthy habits, we chose options that were simple and easy to implement, but still had solid health benefits, including:

  • Eat Breakfast
  • Pack Your Lunch
  • Drink More Water
  • Read
  • Exercise
  • Limit TV Time
#AriaNewYou

Through the promotion, Aria was able to engage and connect with their followers, showcase their branding efforts, and reinforce their reputation as a source of information and inspiration about healthy lifestyle choices. The six-week campaign also generated some impressive stats, not only on Instagram and the challenge’s landing page, where the campaign was based, but also on Facebook and Twitter as a result of cross-promotion.

New You Instagram Challenge Landing Page Stats

  • 1,141 total page views
  • 753 page views where traffic was directly from Facebook
  • 11 page views where traffic was directly from LinkedIn
  • 34 ePulse Newsletter sign-ups

Facebook Stats

  • 297 new Facebook fans
  • 10.4k impressions generated organically from posts
  • 52.1k impressions generated from sponsored posts
  • 21 shares generated from posts

Twitter Stats

  • 48 new Twitter followers

Instagram Stats

  • 196 entries
  • 62 new Instagram followers
#AriaNewYou

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Laura Pruitt

About Laura Pruitt

Laura Pruitt is Liquid’s Marketing & PR Manager. She is responsible for planning and executing Liquid’s marketing efforts, leveraging the skills and expertise available within the Liquid team. She also leads Liquid's community engagement program focused on lending a helping handing to those in need.