This was the first full-funnel integrated campaign for Seattle Children’s that activated all marketing channels within their organization, with key priorities across audiences: Build trust and advocacy among donors, showcase leading-edge innovations offering hope, care and cure to patient families, and reinforce the need for ongoing fundraising to fuel under-funded pediatric research and provide financial support for families, so they can focus on life-saving care and not the cost.

Not only did we need to produce an integrated ad campaign, we needed content for over 20 different internal communication channels. As such we developed various strategies to tell this story across different placements and within an entirely new flexible asset library. We shot all new footage over 5 days in both the hospital and home of Aliyanna and her mom, Daisy, totaling 21 hours of footage and thousands of photos. Every hour was worth it – this little girl is not only the cutest, but represents the hope of promising new cancer treatments for children. The shoot resulted in a long form video, a :30, a :15, print, OOH, radio, custom landing page, over 20 social assets and 18 digital assets that ran through the holiday season.

MEET ALIYANNA: Long form

Aliyanna was diagnosed with cancer in the womb and wasn’t supposed to live past day one. But thanks to an innovative clinical trial at Seattle Children’s, she is now two and thriving.

Creatives: Vince Soliven & Karina Zack

:30

SOCIAL

My role in this campaign was to develop the social and digital strategies and creative that distilled the larger creative story into bite sized pieces. I led the integrated communication plan, managed and created our communication strategy of 6 different messages and 3 destinations. I also created a bright new visual language for the social space that worked for both brand awareness and donation messaging alike. And a final beast was sifting through the 21 hours of footage for social selects, so planning our messaging ahead of time was crucial for a swift edit.

Scroll through to play a sampling of creative.

DIGITAL

For digital we ran native video and display in mid and lower funnel driving to Aliyanna’s page. In lower funnel, we layered in standard display that drove directly to Seattle Children’s donation portal.

Results: Over 24,000 page views between Aliyanna Landing Page and campaign specific donation page | $77,000 in total donations | Average donation at $300

Click images to view

PHOTOSHOOT

Selects of our 4 day photo shoot with Aliyanna and Daisy (mom) at Seattle Children’s Hospital and at their home in Prineville, Oregon.

GCD: Vince Soliven
My role: Strategy and art direction for social and digital assets
CW: Karina Zack
Traditional Producer: Stephanie Huske
Social/Digital Producer: Kelli Garces
Photographer: Carson Artac
Videographer: Patrick Kehoe