The current situation in the country is open, with little regulation except for maturity and violence ratings and regulations regarding profanity.

To begin a non-traditional relationship with moms, we had to employ tactics rarely used in hospital advertising.

We asked radio stations to use on-air talent to introduce the story, play the song throughout St. Louis, and promote a special live performance. The story was pitched to media throughout the state.

The song’s live debut performance was at the St. Louis Galleria which included on-site radio DJ’s, giveaways, health screenings and a live performance by the artist Erin Bode.

The song sold on iTunes. Using the music video footage we created television commercials, pre-roll videos and FB ads.

1. Increase public relations exposure.

The campaign secured news coverage on the local NBC, FOX and independent TV affiliates, including three full-length news segments. A radio DJ for the BBC in London played the song in his daily rotation, drawing international interest.

2. Increase offline engagement.

Heart Month Event Traffic: over 500 people officially attended the live concert at the Saint Louis Galleria, with thousands more exposed to the event through walk-by traffic and radio promotions.

3. Increase online engagement metrics.

a. Organization website traffic saw a 31% increase in overall site traffic compared to the same time period the previous year.

b. The Heart Center section of the website saw a traffic increase of over 1,100%.

c. The branding microsite saw a 300% increase in traffic.

4. Social Media engagement

a. YouTube: the music video and behind the scenes footage received 27,010 online views.

b. Facebook page Likes increase over 4,626 Likes, including 74,625 engagements (comments, shares, likes, clicks) during the same time period.