A Surgical Approach to a Digital Launch
How we used influencers to hack the Facebook algorithm.
What we did
Social Media Strategy
Few people want to engage with a hospital or health care brand unless they have an immediate need. After all, why would you? It’s scary, it’s complex and not something you really want to be thinking about. So how do you get someone to care? How do you get the attention of a “someday” audience who really doesn’t want much to do with your brand?
It started with storytelling, creating a narrative-driven brand film that we knew could engage people emotionally, telling stories they could see themselves or a family member in. But we also needed to show real proof of the impact of UK HealthCare, which meant reaching out to the community.
So we set out to launch the spot in a way that would ensure not only the maximum targeted reach for our audience, but also provide a platform for those who have experienced UK HealthCare to share their own story. We created a plan to “hack the algorithm” on Facebook, building a groundswell that people wanted to participate in.
As we produced the spot, we connected with 43 select local influencers ranging from sports celebrities and fitness influencers to fashion and dining bloggers. We asked each to comment on the video right after it launched, then share it with their Facebook or Instagram audiences along with their own UK HealthCare story. Having the right people fuel social activity around the post within the first 2 – 4 hours of it going live fed the metrics Facebook’s algorithm seems to look for when prioritizing content–and the post took off.
At the six hour mark, over 40,000 people had viewed the video. Within 24 hours, the count was over 150,000. Within two weeks, the video earned over 500,000 views. After one month, over 800,000. We exceeded the brand’s average post reach by 1,026%, post engagements by 973%, and video views by a staggering 99,758%.
For a hospital that started this campaign with a Facebook following of only 16,000—and that serves a city with an official population of around 320,000—that’s some reach. We leveraged an influencer budget of only $12,000 into the better part of a million views because we didn’t just have them share the video—we had them show others how to engage with it, which led to an outpouring of stories that continue to create incredible content for the brand.