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The goal of the campaign was to let people know what Stanford Children’s Health actually is. Answer being: Stanford Children’s Health is a network of Stanford pediatricians and specialists across the Bay Area with Lucile Packard Children’s Hospital in the middle. This pediatric dream team gives you access to Stanford doctors treating anything from everyday to the extraordinary.
To get the message out there, we used a smart and friendly voice coupled with illustrations by Oakland-based watercolorist, Pamela Baron. Our voice tapped into the ups and downs of parenting and the simple fact that through it all, we only want the very best for our kids. Our artwork feels like illustrations you might find in the books you read your kids every night before bedtime. Together, they made for a campaign that was able to talk about our kids’ well-being in surprising and fun ways, while staying true to the expertise and care that goes into keeping them healthy. The fact that we were able to work with an institution like Stanford to create it all makes it that much more special. The doctors, nurses and researchers that work across the Stanford Children’s Health network are doing amazing things for kids every single day and we are honored to play some small part of that.
Even though we've only been in market for a few months, our brand advertising is already making an impact on consumers’ perceptions. Our initial research shows that we're beginning to move the needle across all key brand metrics. Among consumers who are aware of our advertising, unaided awareness is nearly doubled at 17% compared to 9% for those who have not seen or heard our campaign. Familiarity is an impressive 18 points higher and, most importantly, consideration is up an incredible 15 points. Organic and paid brand search queries showed monthly increases between 40-70% since the launch. Finally, the campaign has resulted in a 32% increase in total site visits YOY and online video has generated over 5 million views.