First-time, soon-to-be parents are anxious. Especially when choosing a pediatrician. Luckily, Children’s Minnesota has been a trusted partner to many. So they can soothe babies and parents. Our goal was to build trust and empower soon-to-be parents to choose a pediatrician before their baby is born. We also didn’t want new parents to feel like they were being sold to. We wanted them to see us as a trusted partner – that friend who’s been through it all. Our paid media strategy included native, Reddit and TikTok. Those purposeful placements, along with visuals and a tone of voice that are both casual and candid, further positioned Children’s Minnesota as a friend who knows a lot, but isn’t a “know it all.”

• Consumer Research  

• Advertising 

• Design and Production 

• Social  

• Data & Analytics 

• Media Planning