Centura Health, a large healthcare ecosystem serving Colorado and western Kansas, needed an Agency of Record that understood its unique vision and mission. See how Faktory was able to pull together a pitch, win the account and launch a robust, full-scale campaign in record time.
Centura Health is a healthcare organization with a unique vision and mission. Its former Agency of Record was doing good work for the brand, but Centura felt compelled to see if another agency could come in with a fresh set of eyes--and ideas--to take the work to the next level. Facing a compressed timeline for launching a refreshed visual identity, an agency up to the challenge of quickly capturing, understanding and conveying Centura's brand voice and persona was vital. The launch date for a widespread brand campaign was looming. The search was on. And Faktory was ready.
It’s always hard for me to understand what a campaign will look like at this presentation stage. But I felt these ideas. I got choked up. You really nailed who we are.
— Dean Sanpei, CSO, Centura Health
Faktory was invited to pitch for the account and was given just two and a half weeks--and one project download--to develop and present brand creative. A daunting task for any agency. It was a classic case of Faktory efficiency, teamwork and nimbleness for the win. Literally. Our concepts tested exceptionally well, Centura was thrilled about the work and, in the head-to-head showdown, Faktory won the account and was brought on as the Agency of Record. In record time, Faktory fully developed, produced and launched a comprehensive omni-channel plan to blanket Colorado and western Kansas. The “I Am” campaign, starring real caregivers, showcased the good the 21,000+ Centura associates do on a daily basis both in their work and in their communities.
The caregivers were the stars. But the "I Am" campaign was quite the performer itself. Cost-per-click was lowered by 21% across paid search compared to prior period with pre-Faktory work. Further, the new campaign increased conversions by 91% and lowered cost-per-conversion by 48%. The comprehensive campaign leaned heavily on storytelling through video, as well as unique OOH placements. The Faktory team also pushed media partners for added value, giving Centura the most bang for their buck. Perhaps the biggest and best result of all came from the CSO himself, who said just upon seeing the concepts in the initial pitch meeting, “It’s always hard for me to understand what a campaign will look like at this presentation stage. But I felt these ideas. I got choked up. You really nailed who we are.”