OBJECTIVE:  Children’s Hospitals of Minnesota presented us with an objective of securing their brand perception as the experts in children’s health.

STRATEGY AND CONCEPT:  After discovering how much content they produced, we decided on a native content strategy. In collaboration with our news room, we built a “Kids’ Health” section. In it, we featured editorial content about children’s health. Our newsroom also agreed to curate and feature content from Children’s Hospitals.

The content from Children’s Hospitals was featured in unique ways. First, we built a unique article template that presented their content under our brand. Second, we built a “resource center” that showcased the range of their expertise. Lastly, we built a unique portrait ad that showcased the variety of messages that Children’s Hospitals had in the marketplace. In keeping with our content strategy, the ad would accordion to show more information on a subject when users rolled over it.