UPMC Anywhere Care App
More than 90,000 Facebook video views during campaign period
Blog content appears on the first page of results when searching for “UPMC AnywhereCare App"
Generated 11.2 million impressions
Challenge: UPMC (University of Pittsburgh Medical Center) Health Plan wanted to drive views of a Facebook video during peak flu season, in turn, driving awareness of the UPMC AnywhereCare App and encouraging moms, dads and professionals in the region to consider downloading the app to speak to a doctor at their convenience.
Solution: The Motherhood organized a social media campaign with local mom influencers, including a blog and social media tour with geo-targeted, boosted Facebook posts, content re-surfacing and amplification, and a one-hour Twitter chat. The Motherhood also engaged three additional mom influencers to develop original blog content sharing the benefits of using the UPMC AnywhereCare App, focusing on the usefulness of the app during cold and flu season.
Results: Reinforcing the long-term value of influencer content, blog posts from the campaign rank on page one of Google search results when looking for the UPMC AnywhereCare App. The Facebook video post earned 94,000 views during the campaign period, and the campaign generated 11.2 million impressions.