The Challenge

The Catholic Health Association faced an uphill battle: starting a campaign with zero traction amidst widespread negative press surrounding Catholic healthcare and the Catholic Church on social media. Building trust and engagement in this climate required a nuanced approach and a fresh strategy.

The Solution

I developed their annual influencer marketing program, aiming to secure 20 key influencers to amplify their message. The strategy was built on three core pillars:

• Messaging Angle: Crafting narratives that authentically highlighted the transformative impact of Catholic healthcare.

• Content Briefs: Providing influencers with clear, compelling guidelines to ensure their content resonated with audiences.

• Outreach Messaging: Building relationships through personalized communication that aligned influencers’ values with the campaign goals.

Through careful planning and execution, the campaign began to turn the tide of perception by focusing on personal, meaningful stories.

The Outcome

By the end of Q2, the campaign had exceeded expectations:

• Secured 20 influencers, including an Olympian, a reality star, and others with deeply touching stories of how Catholic healthcare impacted their lives.

• Achieved a nearly 300,000 reach, amplifying authentic narratives that highlighted the mission and values of Catholic healthcare.

• Helped shift online sentiment by fostering genuine conversations and connections with new audiences.

This campaign demonstrated the power of thoughtful strategy and storytelling, proving that even the most challenging narratives can evolve with the right approach.