Case Study: Mayo Clinic broadens its legacy and drives engagement with Brand Knew

Mayo Clinic drives nearly 5 million impressions with Brand Knew

Mayo Clinic, a leading hospital ranked #1 nationwide, partnered with the vendor Brand Knew for creative direction and to lead the strategy and promotion for a documentary about its legacy executive produced by Ken Burns. The challenge was to leverage this novel opportunity to promote the documentary effectively and drive broader awareness of the Mayo Clinic brand and its unique model of care.

Brand Knew implemented a comprehensive digital strategy that included developing a custom landing page and executing a multi-pronged paid media campaign across Facebook, Twitter, YouTube, and Google. The vendor also created highly shareable social assets and utilized its proprietary tech platform, Social Press Kit, for an influencer strategy. The campaign was remarkably successful, with ads garnering nearly 5 million impressions and a click-through rate of 8.92%, which was 100 times higher than the healthcare category average on Facebook. This effort successfully drove documentary viewership and increased brand awareness and loyalty.

Mayo Clinic