Nursegrid
A year-end engagement campaign for the #1 nurse scheduling app
We designed and launched a Spotify Wrapped-style brand awareness campaign for over 600,000 nurses, surfacing each nurse's personal shift data in fun and surprising ways, driving app engagement and too many Tiktok reviews to count.
Our custom micro experience displayed unique stats for each user including total shifts, hours worked, and standout moments like their list of worked holidays and full moons. That last stat was inspired directly by interviews with real ER nurses, who flagged full moons as chaotic (and a battlefield badge of honor).
The success of the 2023 Nursegrid Recap campaign led to a fast greenlight for a 2024 version, which also acted as a stealth way to re-engage users and encourage them to take more actions in the app like updating their certifications and licenses, an area of the profile that was usually left ignored. The results spoke for themselves, with increased in-app activity and a boost in profile updates.
The Recap had 145K+ visits in 2024 and the project was proof that even without complex new feature development, it's still possible to meaningfully connect with users through smart design, tailored content, and creative storytelling.