MERCY HEALTH: 12 Days of Wellness

Mercy's social following is alive and well.

In our research, we found the audience consistently engaged with our content. Whether about the healthy recipe they just cooked or the workout they crushed, they shared all kinds of personal anecdotes with us.

So we knew the account was perfect for a mini campaign with a simple goal: to generate engagement.

Our idea? The 12 Days of Wellness. While it's not exactly an original one (healthcare providers have done it before), the way we executed it was.

We started by filling an entire whiteboard with ideas for each of the 12 days. We wanted topics that were simple enough so anyone could do them, but also interesting and in line with current health trends.

Too tough or too obvious, and no would do them.

The sing-songy style of each post captured the spirit of the season and got people talking. Like the night before Christmas, they couldn't wait for tomorrow.

In the end, we succeeded by creating the client's most engaged-with social posts of all time.

But personally, what mattered most was in the comments section.

Users told us things like "Darn, I could only do the plank for 58 seconds. I'll try again tomorrow." Or, "because of you I've been giving meditation a shot and I already feel calmer." Or, "I got my 10,000 steps in today! 2018 is going to be my healthiest year ever."

As a marketer, there's no better feeling than to know what you're doing is helping to change someone's life for the better. Even if it's just for a day (or 12).