Vol 61. Northwell: Secrets of centenarians 🗓️

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There are a few clubs so exclusive that you might never actually meet someone who’s in theme.

Think about it: Will you ever meet someone who’s climbed Mount Everest or won an Olympic medal or folded a fitted sheet? These accomplishments are as commendable as they are rare. And this rarity is exactly what Northwell leaned into to make a splash during the holiday season.

This week, Case Studied explores how Northwell achieved a double digit lift in brand consideration with a New Year’s campaign.

The Brief:

It’s pretty hard for brands to stand out among the holiday advertising noise. It’s even harder when your brand isn’t a natural fit for holiday promo, which was the case for Northwell and its large hospital system.

Fortunately for them, a member of their team happened to be reading The Blue Zone Secrets for Living Longer: Lessons from the Healthiest Places on Earth by Dan Buettner. They brought the ideas from the book to their team—how inspiring centenarians (a person who has reached the age of 100 years) are, how quality health can be the difference between painful aging and joyful longevity, how societies tend to fear aging and hide the elderly.

In discussing these themes, Northwell’s team quickly saw their through line—a campaign celebrating centenarians with a hopeful, inspiring New Year’s message.

The Execution:

Northwell partnered with the agency StrawberryFrog to execute their Resolutions campaign. Together, they developed a casting list that included Northwell’s own centenarian patients, plus others from the New York City region.

Those cast were invited to a shoot where each centenarian was asked about their resolution for the new year. StrawberryFrog used the footage to create a TV commercial, while Northwell’s internal creative team created the associated print ads with photos captured during the shoot. The TV commercial had a brief, 4-week media run that spanned Christmas, New Year’s Eve, and the first two weeks of January.

Using clips from the centenarian interviews, Northwell’s PR team also created a bespoke episode of the brand’s 20 Minute Health Talks podcast. The episode featured Dr. Maria Carney, Northwell’s Chief of Geriatric and Palliative Medicine, who discussed themes for longevity, plus shared wisdom from the centenarians.

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The Results:

Northwell’s Resolutions campaign achieved a double-digit life for brand consideration. It actually beat out a clinically-focused spot that the brand had in market over the same time period. This was a particularly compelling feat considering the commercial doesn’t explicitly refer to the brand’s healthcare services at all.

Measuring against 12 campaigns from the last 3 years, Northwell’s Resolutions campaign achieved the second-highest ad recall. According to the brand, “it reached new highs for the brand among key metrics including memorable, unique, believable. Likable, entertaining, for me, and “will get people talking.” The campaign also broke Northwell’s norms for brand perception and led the pack in all key engagement metrics.

Key Takeaways:

It ain’t easy to find a refreshed, nontraditional approach to holiday advertising. Here are a few lessons from Northwell’s win:

1. Find Inspiration in Unexpected Places

Northwell’s campaign originated from an unconventional source: The Blue Zone Secrets for Living Longer, a book about longevity and healthy aging. This outside-the-box inspiration led them to focus on centenarians—individuals who exemplify the results of excellent healthcare and quality living. By centering their campaign on this unique demographic, Northwell avoided traditional, overplayed holiday messaging and instead created a memorable, inspiring narrative.

Marketers should challenge their teams to explore insights outside their immediate industry and media bubble. Draw from books, cultural movements, or even global trends that align with your brand’s values. By integrating an unexpected yet relevant angle, your brand can cut through the noise and deliver a message that is both memorable and deeply resonant.

2. Make Your Customers the Heroes

Northwell celebrated centenarians, showcasing their resolutions and stories of longevity. By making real people the focus of their campaign, they created an emotional connection with viewers. The authenticity of featuring actual patients and community members helped humanize their brand and build trust without overtly promoting their services.

Consider how your customers or clients can take center stage in your next campaign. Whether it’s testimonials, user-generated content, or featuring loyal customers in ads, this approach creates a sense of relatability and community. Let your audience see themselves in your brand narrative, fostering loyalty and engagement.

3. Amplify Results with Strategic Content Extensions

Northwell extended the reach of their TV commercial by producing complementary content, such as print ads and a podcast episode. This multi-channel strategy reinforced the campaign’s themes, engaging audiences across diverse platforms and ensuring consistent messaging. The podcast episode, in particular, added depth to the campaign by featuring expert insights alongside the centenarians’ inspiring stories.

When launching a campaign, think beyond the primary execution. Consider how you can expand the narrative through blog posts, podcasts, social media content, or even live events. Diversifying your touchpoints amplifies your message and allows you to connect with different segments of your audience in meaningful ways.

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