The Opportunity
Many brands believe the lie that because their target audience is so specific, social media isn’t the best conversion tool. Maybe you believe that your product or service has to be “exciting” in order to market well on socials. Take Sunshine for an example of why that is untrue. Sunshine Pediatric Day Center serves not only a niche industry, pediatric healthcare, but also a niche corner within that industry: a prescribed pediatric extended day center for children with complex medical needs.
Sunshine’s stories and patient outcomes were already real. What sat underneath the growth challenge was reach. This is one of the smallest, most specific populations a brand can market to, spread across two states, and finding those families online takes more than the storytelling itself. With this client, the more pre-project research we did, the more we realized that the person who needs them the most is the person that doesn’t know they exist.
Narrative-first video storytelling to fill the gap.
Immediately, our strategy framework started to show early signs of success. We answered the hidden questions many potential customers had by creating a four-pillar content system. This included highlighting existing parents in the Sunshine family through face-forward, talking head content about how they began the process and how it’s going for them. This also included showcasing the statistics behind the skilled nurses, safety of kiddos, and taxpayer dollars the business saves. We also made sure to show smiling faces and care in action, reinforcing the position that Sunshine plays as a real cornerstone in the community.
Content built this way does important work once someone is already looking for Sunshine. The opportunity we saw next was getting Sunshine in front of the families who didn’t know to look yet.
The first full month under Landmark already moved every platform Sunshine was active on, well before the bigger shift ahead even happened.
Fewer talking heads, more buzz at the top.
After a couple of months of tracking performance, we balanced Sunshine’s narrative-driven content by putting more weight behind quick-cut, emotionally resonant UGC-style content built specifically for top-of-funnel discovery, the kind of content designed to be found by people who had never heard of a PPECC before. Taking this step back had a massive impact on reach.
Once that top-of-funnel layer was doing its job, the rest of the funnel took over. The testimonial and education content that carried the first phase stayed right where it was, and it started catching the families that top-of-funnel content had just introduced to Sunshine, carrying them from a stranger’s scroll toward an actual conversation with the team. Growth and conversion started sorting themselves, because every layer of the funnel finally had something feeding it.
Serious growth.
Our initial shift had already raised the baseline significantly, but this second shift maximized the growth capacity by a fairy-tale-like margin. The emotionally resonant and narrative-driven content work together like salt and pepper, and our momentum didn’t stop at the feed. As video rose as the most prominent solution, Sunshine conducted a complete website transformation so that our videos could play a key role in the customer journey.
In a corner of an industry built around one of the smallest, most specific audiences a brand can serve, a growth curve like this doesn’t happen by accident. Our strategy creation, creative execution, and ongoing adjustments were what solidified Sunshine Pediatric Day Center’s perception as the nation’s leading PPECC, bar none.
Is your company using video as a sales tool like Sunshine is?
We create emotionally compelling, narrative-led visual content that moves your target audience to take action.