20 Patients—Snow Companies’ 20th Anniversary Celebration (Snow Companies)
When an organization reaches two decades in business, it’s worth a celebration. Because sharing stories is the core competency of Snow Companies, it was only natural to showcase 20 patients who participated in SNOW’s programs over time.
The campaign needed to capture the company’s ethos across existing channels and publications. The theme had to appeal to patient stakeholders, clients, and team members. All resources were readily available internally. Qualified writers collaborated with the patients to streamline and update stories. Designers and coders created a simple but beautiful look, anchored at 20patients.com. Team members added a #20SnowPatients banner to email signatures. The company’s print ads throughout the celebration period featured the same hashtag.
SNOW posted content one by one on 20patients.com. The stories, dropped at irregular intervals, were shared on social media channels. In order to accommodate Instagram’s idiosyncratic treatment of external links, the stories also receive a link on https://shor.by/snow-companies.
On Facebook and Instagram, the #20SnowPatients posts reached the 86th percentile in terms of engagement performance without any paid boosting. Several Twitter posts earned top tweets during their respective months. SNOW also gained external mentions in industry publications. Once the campaign is over, it will leave behind a welcome repository of sample patient stories.
Rather than being just a celebration of the 20th year of a company, SNOW’s anniversary has really turned into a celebration of the human spirit.
