Activation, Strategy & Analysis and Media.
An integrated campaign that sparks joy — and engagement.
Nurses Week and National Skilled Nursing Care Week are like the Super Bowl for the contract staffing industry. Everyone is paying attention. Agencies are keeping tabs on what other agencies are gifting. Recruiters are invested in standing out during this time to help with traveler retention and garnering new recruits. Traveling nurses know to check their mailboxes and watch social media for giveaways and promotions. Because most travelers work with multiple agencies, they are also receiving multiple gifts at the same time.
The ask.
RTG Medical looked to our team to concept and execute a gift idea that would deliver on two objectives:
- Make every traveler feel appreciated.
- Create social buzz.
The truth.
Standing out from other healthcare agencies during this time is a challenge. In past years, RTG tried to win attention by giving premium gifts with flashy packaging. While travelers had anecdotally enjoyed the gift items themselves, online and social engagement was lackluster. Rather than going big with the gift, we knew RTG could stand out and make every traveler feel valued by re-aligning this campaign to their brand promise: Nobody knows you like RTG.
Our team conducted surveys and novel research on behalf of RTG to get to the bottom of what contract staffers really wanted this year. Through our research, we zeroed in on our key campaign insight: Most healthcare staff want a break. They’re burned out from working hard in an understaffed industry. Travelers want time to relax and recharge — not another water bottle or set of scrubs.
The solution.
While we couldn’t send workers extra days off, we could send them some unexpected joy and a reminder to take a moment for themselves. How? With ice cream! We coordinated with custom ice cream brand eCreamery to send four pints of premium ice cream and sorbet directly to travelers. To elevate the gift, we collaborated with RTG to source and feature photos of real RTG travelers on every pint. Our why was twofold: The photos enhanced the personalized feel AND created designated campaign micro-influencers who were excited to share on social.
To generate even more buzz, we created activations that encouraged engagement and built hype for the surprise delivery:
- Hosted an internal ice cream party for RTG employees.
- Sent featured travelers an ice cream scoop and card a week ahead of the delivery.
- Teased the gift and minimized product waste with a custom landing page for address confirmation.
- Developed a paid social giveaway of the coveted Ninja CREAMi ice cream maker.
- Supported the development of RTG’s organic social content.
The impact.
We delivered on both campaign objectives and helped RTG further solidify their positioning as the partner for 1:1 relationships. There was also an influx of user-generated content and positive comments during the two-week campaign.
Results included:
- 858% increase in Instagram reach alone
- 16,500 people reached across Instagram, Facebook and LinkedIn
- 42% increase in followers across Instagram, Facebook and LinkedIn
- 8,000 impressions and 150 comments generated from the social giveaway
- 550% increase in traffic to the website from organic social
