An integrated campaign highlighting Maimonides Health as the hospital that knows Brooklyn best.

STRATEGY

Brooklyn is fantastically diverse, yet united by a spirit of resilience that has made the borough world famous. The creative and media was designed to prove that Maimonides knows Brooklyn better than any other hospital.

CREATIVE

In Little Black Book, our chief creative officer Rob Kottkamp shared, “We’re proud of this work because it’s not just about healthcare, it’s about community. We’re moving away from the overproduced standards of the category in favour of showing the real people of Maimonides, the real Brooklynites who know this community best. Because it’s the people, their backgrounds, and their pride for Brooklyn that make care at Maimonides really special.”

RESULTS

• 34M+ impressions

• 10K+ website visits from digital media

• 82% increase in direct & organic website visits YOY

• 3.2% lift in brand favorability, only hospital in competitive set to see positive lift

• 2.7% lift in ad recall