The Kohl’s Mindful Me program at Phoenix Children’s Hospital is a community outreach effort to drive responsible behavior and the adoption of mindfulness practices with Valley children and families. The mission of Kohl’s Mindful Me is to support children, families, and communities to achieve their full potential in health and wellness. With a grant awarded for program support from 2019–2021, ANDERSON worked with Phoenix Children’s Hospital to develop a marketing plan to promote and build awareness of the Mindful Me program.
What We Did
In each of the three years, ANDERSON utilized data-driven, audience-first targeting to reach the right audience at the right time, with the right frequency to drive awareness and message retention. Armed with deep audience consumption and lifestyle data, media was selected and planned to target audiences with custom-illustrated videos across mediums. ANDERSON then partnered with key content creators and influencers in the Valley to effectively amplify the Phoenix Children’s and Kohl’s Mindful Me campaign message among target parents and families. Traffic was directed to visit a custom web page, where audiences were then given access to more “Mindful Tips” available for download from the site.
Each year, tactics were modified based on data and results from the previous year. By leveraging the key learnings and insights from each campaign, ANDERSON was able to garner additional awareness and conversion success year over year.
SESSIONS TO THE SITE FROM PAID MEDIA, LEADING TO 789 CONVERSIONS
MINDFUL TIPS FLYER
VCR FROM ADVANCEDTV INITIATIVES