Situation
CHI Franciscan Birth Centers needed to attract pregnant women to consider choosing their facilities for obstetrics care.
Task
Mommas-to-be are a social sort, so Facebook was the solution—and custom illustration and photography targeted the contests and audience.
Action
A three-phased approach included: 1) a live chat with a midwife, 2) a quiz called “What type of momma are you?” for a chance to win a prize, and 3) a photo contest where women could share their creative pregnancy announcement photos to enter to win prizes.
Results
Supported by local cable TV, outdoor, direct mail, email, and Facebook ads, the campaign pushed page likes over 10,000—and generated 12 million impressions and 2,000 sign-ups for future news.
Role
Art Director
Collaborators
Copywriter, Photographer, Illustrator, Models
