What is the role of California’s best healthcare system in a global pandemic?
As the onset of the Covid-19 pandemic descended onto Los Angeles, UCLA Health’s existing brand and market position had to change. At the time, boasting global rankings, new treatments and discoveries and overly focused on new innovations. None of those things were “bad” or “wrong” they just weren’t right for what Angelenos needed.
What we learned
Angelenos needed someone to have their back, through empathy and understanding
With the onset of COVID-19, communities were somewhat misinformed, worried, shocked, and down. There was no blueprint or playbook for what was happening and what was to come.
The result: local, national, and global anxiety.
We needed find a way for all of Los Angeles to rally together and support each other in the fight against this pandemic.
Informed by CEQ research and Cult Brand Principals, we set out to reestablish UCLA Health’s brand position through a comprehensive brand campaign
What we did
Paved a way for all of Los Angeles to rally together and support each other.
#TeamLA connects us and our actions, even if we have to stand apart. It joins all of our efforts in a common cause; those who have to stay at home, the front-line health care workers, grocery store clerks, delivery drivers, and other essential service providers could all see themselves in our efforts as a larger community.
#TeamLA offered a way to connect, and to see the efforts fellow Angelenos made on everyone’s behalf. To share our efforts, and to say thank you.
The results
3 years, thousands of assets, and improvement in business performance, we all played for #TeamLA
million impressions received with 10x frequency in LA.
average engagement rate across all social platforms and digital display
average increase in national brand awareness and recall
awards received for creative and digital experiences
Related
Lets create advocates.
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