Give a powerful film the opening night it deserves.
#WeAreProof
Cornett had created an emotionally ambitious film about the people whose lives had been shaped by UK HealthCare. The launch strategy gave that film immediate, credible participation from the community, broke the brand’s organic performance records, and built enough early momentum to travel far beyond its existing audience.
see the work- client
- UK HealthCare · with Cornett
- period
- 2019 campaign · 2020 awards
- our part
- Marketing consultant and brand strategist for the organic launch activation, in collaboration with Cornett and UK HealthCare.
What was
in motion.
A two-minute healthcare film had to earn attention in a fast-moving Facebook feed. The strategy concentrated authentic participation in the first hours after release, when views, comments, and shares could influence distribution. The commercial and campaign platform belonged to Cornett and UK HealthCare; Madeline developed and executed the local micro-influencer activation that accompanied the launch.
The decisions that shaped it.
Invite people with a reason to care
Coordinate 43 local and regional voices across civic life, sports, wellness, fashion, and public leadership. Each person was asked to connect the campaign to a real UK HealthCare story.
Treat timing as part of the creative
Sequence early comments and shares around the film’s release so genuine conversation arrived while the platform was deciding how widely to distribute the video.
Turn viewing into participation
Use the #WeAreProof idea to invite more patients, families, clinicians, and community members to add their own accounts, giving the campaign an expanding source of human stories.
What the work included.
- Micro-influencer launch strategy
- 43-person local and regional activation
- Launch timing and engagement coordination
- Story-participation prompt
- Organic performance review
film views in the first month
The Shorty Awards case study reports 40,000 views in six hours, more than 150,000 in 24 hours, and more than 800,000 after one month. It also reports a 1,026% lift over average post reach, 973% lift in engagement, and 99,758% lift in video views.
Read the Shorty Awards case study ↗Global Shorty and Lexington ADDY recognition
The 2019 campaign won the Pharma & Healthcare category at the 12th Annual Shorty Awards and Best Online/Interactive Campaign at the 2020 Lexington ADDY Awards. Madeline’s CV records the latter as a Golden ADDY.
A closer look.
The film at the center
Original campaign media preserved with the Shorty Awards entry. The film and integrated creative belong to Cornett and UK HealthCare; Madeline’s contribution was the local micro-influencer launch activation.
Cornett + UK HealthCare · Shorty Awards campaign archive
The first six hours
Case-study visualization of the coordinated launch: film, 43 local voices, early conversation, and wider organic distribution.
ad.visor case-study visualization · figures from the Shorty Awards entryWhen a story travels
The verified launch sequence and first-month view milestone, with the campaign’s two principal award recognitions.
ad.visor case-study visualization · Shorty Awards and Lane ReportVirality began with people telling the truth about why the work mattered to them.
Good work has good company.
- Organic launch strategy and micro-influencer activation: Madeline Diane
- Campaign, commercial, and integrated creative: Cornett
- Brand and campaign partner: UK HealthCare
- Film production and full award-entry credits: preserved on the Shorty Awards case study