In the St. Francis lobby, I noticed a wall of innovation. There were firsts for so many areas – the first in the area to purchase an X-ray machine, establish an intensive care unit, conduct a heart transplant, purchase a Positron Emission Tomography (PET) scanner, among others. The physical element of the display itself was rather underwhelming to be honest, but the events it celebrated were amazing.

After this observation and speaking with the staff, we learned that St. Francis has always been a leader in the area (and even beyond the area), but they were too humble to speak of it. It’s a faith-based institution, run in the past by a nun who sounded pretty firm.

The innovation was such an integral part of who they were that they didn’t even see it as something to spend a lot of time talking about. It was just necessary to deliver the utmost patient care.

The net of our immersion led us to realize that the story of St. Francis – not only their compassionate care but also their rich history of innovation – needed to be told. Like something in your hometown, people around the hospital had taken it for granted. We needed to ask them to take another look. And that was part of the creative inspiration behind our campaign.

But I also think one other story of our shoot for the robotics campaign is interesting. We had talent there to portray the patients, but I was amazed by the care the nurses (real St. Francis nurses) gave to people who were essentially faking being sick. I remember telling the charge nurse, “If I’m ever sick, bring me to St. Francis.”

It was this story of innovation and care that we really wanted to bring to life. Have a look and see what you think of where we ended up.

What they get in return is a spot on the brand’s website and massive bragging rights for being a White Castle craver. It’s simple – give consumers ownership over a brand and in turn they’ll help spread the word. It’s not every day that a brand spotlights its biggest asset – the customer – and fully embraces the passion and creativity these customers bring to the brand. And of course every successful website must feature functionality that keeps users happy, so the combination of a unique retail locator and intuitive navigational path have ensured that cravers everywhere get the information they need within a couple of key strokes.

Collectively, these insights drove the site redesign and we’re thrilled at the results to date. Site traffic has increased by more than 25 percent in less than three months and continues to grow to unprecedented levels. The customer database also increased by 50% and the White Castle Facebook page has nearly 115,000 fans. So how are you extending your brand’s digital presence?