Strategic Partners, Inc., the largest manufacturer of medical scrubs and the owner of the Cherokee and Dickies brands, wanted to reach their core customer – nurses – more effectively. They had business goals of gathering data to improve product development, driving foot traffic to brick and mortar retailers, and bubbling up recognition for the client as sponsors of multiple philanthropic programs.
In order to establish authenticity and authority with the nurse audience, Redbird launched a lifestyle brand for nurses called Scrubs. Scrubs is a print magazine, website, and series of social platforms that together provide nurses a place to learn, laugh, connect, engage and share. Scrubs has become the world’s number one online destination for nurses, and across platforms reaches more than 3 million nurses every month.
From 2014 to 2015, total social media audience jumped from one million to two million, completely organically (an average of 40K new likes per month). Scrubsmag.com also doubled in unique visitors during that period, from 1.2 to 2.5 million uniques per month. We launched an influencer engagement program — “Nurseonalities” — with content that consistently ranked in the top 10 on our dotcom month over month. And Pinterest, a key sales tool to display new scrubs fashion, became our #2 referral site and was handily the #1 Pinterest account among nurse brands.