Celebrating Reading Hospital’s Newborn Era

Berks County Native and superstar Taylor Swift has taken over the globe by dominating the charts as well as the success of her Eras Tour. Swifties across the globe have bonded over making friendship bracelets, with various positive words of affirmation or some of Swift’s iconic phrases.??

The Opportunity:

Brian Communications knew there was an opportunity to highlight Swift’s success as we approached her birthday on December 13th. With the popularity of friendship bracelets dominating social media, we knew that working with Reading Hospital to create a keepsake such as bracelets for families expecting a bundle of joy would be a special moment.??

?Our Approach:??

• Knowing that Taylor Swift’s roots lie in Berks County, where Reading Hospital is located, Brian Communications recognized an opportunity to highlight the babies being born on December 13th. Our team worked with Reading Hospital and their staff to create “friendship bracelets” for the families and staff at Reading Hospital with positive words of affirmation such as “Mom,” “Dad,” “Newborn Era,” and other phrases. Over 100 friendship bracelets were created for hospital staff to distribute on December 13th.??

• Our efforts then consisted of pitching this heartwarming story to local publications such as 6ABC, CBS3, FOX29, NBC10 and others. We shared testimonials, images and videos captured with the reporters. The success of this gesture really stuck with users online. In less than 24 hours, the story garnered global interest, from Taylor Swift fan accounts to features in several national and international publications. This included?Daily Mail, FOX News, People,?Parade,?New York Post, and?Today.com.?Within three days the total audience exceeded 500 million.?

The Results:??

• 25 media placements in 72 hours?

• 500+ million audiences reached?

• 35+ million social media impressions?

In addition to amazing results for our client, this initiative was awarded Gold in Modern Healthcare's and AdAge’s Campaign of the Year: Tiny but Mighty category as part of their 2024 Marketing Impact Awards.??

Learn more about our fellow award winners in the latest issue of Modern Healthcare: https://lnkd.in/est48DwG?

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Get in touch with us: https://www.briancom.com/