Social media has become such a prominent feature of our lives, every big (or small) moment is chronicled and shared.
BCA recently helped Sierra Vista Regional Medical Center promote its birth center with a cute and upbeat campaign titled “The Journey,” which told the story of a baby’s arrival with a social media hook. The campaign featured an expecting couple headed to the hospital to deliver their newest family member—all chronicled via social media by the excited father-to-be.
Graphic designer Lauren Finley came up with the concept, along with the memorable #svbaby hashtag used to promote it. The idea, she said, was intended to appeal to millennials.
“They share a lot of their lives on social media, so we felt that the birth story wouldn’t be any different,” she said. Content developer Pat Pemberton drew the storyboard and recruited the TV commercial’s catchy song, written by former SLO County resident Dominic Castillo. BCA then enlisted the help of Several Guys to handle the video production.
In this edition of BCA Backstage, which features behind-the-scenes video, Finley and account manager Robin Mitchell-Hee discuss the marketing concept and the TV spot.