Cincinnati Children's is the nation's third-ranked pediatric hospital. It offers services ranging from treatments for rare and complex conditions to well-child care. In 2016, they planned to update their image on the world stage by introducing a significantly reimagined identity.
This was the first significant change to the brand in 19 years. Community members had hesitations about evolving the expression of a brand with which so many people had formed a special bond.
Anticipating this resistance, we introduced the new brand identity in the voice of the people who matter most at Cincinnati Children’s – the patients. We captured children's unscripted and deeply moving responses to seeing the new logo for the first time and edited the footage for use in both digital and traditional content.
The commercial and video generated an overwhelmingly positive reaction, doubling the video-views goal. The social view rate was 11 percent higher than Cincinnati Children’s average view rate for similar video campaigns. YouTube pre-roll completion rate beat industry standards.