As the city and state began to shut down early in the Covid-19 pandemic, Well Done felt compelled to create our own campaign—StayIN—to remind people to stay true to what makes Indiana great while they also stayed inside. We soon caught the attention of pharmaceutical giant Eli Lilly and Company who asked us to develop a statewide outreach campaign. Our team responded with a smart, flexible system to “Spread the Word, Not the Virus.” centered around a campaign logomark and lock-up system that could be customized by campaign partners across Indiana to work within their own brand framework.
What We Did
Each campaign partner was given access to a Google Drive folder with logo files, photo and video assets, and instructions for use. Well Done also worked with Lilly’s IT team to develop the #INThisTogether landing page, which featured information on Indiana’s efforts to combat the spread of Covid-19 and ways to get engaged with the campaign. As more partners asked to get involved, Well Done began writing and publishing a weekly newsletter to share best practices, new design assets including Facebook and Instagram frames, and ideas for partners to implement.
Over a two-month period, the #INThisTogether coalition grew from the original eight partners to more than 70 corporate, municipal, and community partners, as well as individual influencers from Garfield creator Jim Davis and WNBA All-Star Tamika Catchings to Butler University’s mascot Blue IV and 16 members of the Indy Blog Society.
Partner Created Content
As the campaign caught on, Well Done fielded pro-bono offers from advertisers across the state including Reach Magazine, which donated its May cover, and broadcast stations such as FOX59 and CBS4, that ran PSAs with on-air talent. We joined forces with Lamar Outdoor to create a regionalized system of outdoor boards along major interstates. We also collaborated on a limited-run #INThisTogether t-shirt benefiting Gleaners Food Bank. With each new request, our creative team quickly designed and wrote copy to take advantage of these new distribution channels.
Billboard and T-Shirt
Not only did Well Done coordinate statewide and national media relations, we also recommended partnering with the national initiative, Light It Blue, to honor front-line and essential employees. In less than 48 hours, our public relations team invited and coordinated the lighting of major Indianapolis facilities and landmarks including the Indianapolis Motor Speedway, Lucas Oil Stadium, the Indianapolis Arts Garden, The Children’s Museum of Indianapolis, and more.
A much needed campaign that engaged millions (literally)
The cumulative metrics from the #INThisTogether campaign are impressive. From April 1 – May 31, the #INThisTogether campaign saw:
- 46,000 social media posts of user-generated content
- 730 media hits statewide
- One billion collective views of campaign landing page, partner messaging, and social media hashtag
- A half-million social media engagements
- Double the platform average click-through-rate for a paid Facebook campaign
- 5X the platform average click-through-rate through a targeted LinkedIn paid buy