Bloomberg Philanthropies

public health digital strategy

Ben Diserens Bloomberg Public Health
 

THE BRIEF

In 2024, Bloomberg Philanthropies aimed to amplify its global public health leadership through strategic social media, executive thought leadership, and major events. The focus was on increasing influence, engaging global audiences, and spotlighting progress across key initiatives.

THE IDEA

Pair high-impact convenings and policy announcements with timely, dynamic social storytelling to elevate voices like Dr. Kelly Henning and Kelly Larson, driving visibility and engagement across priority platforms and regions.

WHAT WE DID

  • Relaunched Dr. Henning’s social presence in September, resulting in a 308% increase in impressions and 2,540% spike in engagements.

  • Used LinkedIn to amplify event-driven content, including the BAHI Summit, which emerged as a top-performing social moment.

  • Rotated social focus between Henning and Larson based on initiative timing. Supported events with live and post-event coverage, including the WHO Drowning Report (227K+ impressions, 30K+ engagements), Bloomberg American Health Summit (1B+ impressions), and Partnership for Healthy Cities Summit (945% spike in Cities4Health traffic).

  • Created toolkits, Instagram Collabs, and tagged content to boost reach. Prioritized tags and visual assets to maximize engagement and cross-platform amplification.

THE IMPACT

Generated strong digital momentum aligned to key events. Henning added 508 LinkedIn followers and averaged 3.6K daily impressions in Q4. Larson peaked at 1,061 daily impressions on X. Top content consistently tied to tentpole events or policy moments. LinkedIn outperformed X for event coverage, and visuals plus tags drove above-average performance. Social strategy reinforced newsletter reach and media impact across the year.