#InThisTogether

Convincing a whole
state to stay in

Advertising Branding Collateral Digital PR Strategy
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“In the earliest days of the pandemic, when most minds were distracted and nerves were frazzled—and accurate, up-to-date information was at a premium—Well Done Marketing did a wonderful job organizing #INThisTogether and keeping all the partners informed, aligned, and moving in the same direction. Their leadership and creativity helped Hoosiers be safer and healthier and kept Indiana moving during a truly unprecedented time.”
Steve Campbell
Vice President of Communications, Indianapolis Colts
INThisTogehter Pacers social post
INThisTogether Indianapolis Motor Speedway social post
INThisTogether IU social post
Collaboration Icon
Objective

Get the word out to every Indiana resident about crucial ways to protect their health during the COVID-19 pandemic.

Challenges
01
Convince an entire state that staying home, social distancing, mask wearing, and hand washing can save lives
02
Lead coordination of expectations and collaboration with more than 70 corporate, municipal, and community partners
03
Do it all at the height of pandemic uncertainty
Solution

In the early days of the COVID-19 pandemic, Well Done created its own social media campaign—StayIN—that asked Hoosiers to pull together and slow COVID’s spread by staying indoors. Pharmaceutical giant Eli Lilly and Company took notice and asked us to collaborate with them for a statewide outreach campaign—and #InThisTogether was born.

To resonate with Hoosiers, our messaging and visuals had to be distinctly, authentically Indiana. So we created a logo using the outline of our state that was flexible enough for our 70+ corporate and community partners to insert their own visual references like the Indianapolis Motor Speedway, Purdue University, and other iconic Indiana locations. We also provided scripts for influencers including the Indianapolis Colts mascot Blue and WNBA All-Star Tamika Catchings to record their own messages of encouragement.

With that many partners onboard, keeping everyone on the same page—especially in the midst of the pandemic—wasn’t easy, but by creating a library of visual assets, a users’ guide, and a weekly newsletter full of tips for creators, we were able to create a cohesive brand that easily integrated with other, established brands. Our work also included social posts, PSAs, digital ads, billboards, PR events, and a landing page to serve as the hub for the entire campaign.

We won’t sugarcoat it: The pace of the campaign was exhausting. But, looking back, it was well worth it.

By the end of it all we’d engaged with well over a million people—and much more important—got them the information they needed to “Spread the Word, Not the Virus.”

Results
Thanks to our #INThisTogether campaign, COVID awareness—and the importance of protecting each other from the virus—was expanded. And expanded again. And then expanded a few million times more.
1 Billion
Views

Between our campaign landing page, partner messaging, and #INThisTogether social media hashtag, we generated one billion collective views.

46k
Social Posts

We inspired and aggregated 46,000 social media posts of user-generated content. We further boosted our campaign’s message by earning 730 media hits statewide.

5x
Click-Through Rate

Through a targeted LinkedIn paid campaign, we drove a click-through rate that was five times the platform’s average.

Our Partners
Eli Lilly and Company
Lamar Outdoor
State of Indiana
Marion County Public Health Department
The City of Indianapolis
Local Fox & CBS affiliates
Tactive
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