Discovering a way to discuss serious health topics that will appeal to the masses isn’t easy, but San Antonio-based digital creative agency esd & associates may have found the answer in “Mrs. Muñoz.” The local, non-actress grandmother is featured in a new series of 60-second videos for client University Health System. “People are more likely to take advice from their grandmother than a health professional,” says esd. She attests to Muñoz’ authority: Mrs. Muñoz is Galaviz’ former Girl Scout leader.
Titled “Mrs. Muñoz Knows Best,” esd’s YouTube campaign helps brand University Health System in the minds of the community.
“Mrs. Muñoz uses humor and a no-nonsense approach when talking about health-related issues that every family deals with at one time or another,” says Erik Simpson, esd & associates creative director. The esd team, which has more than 20 years of broadcast television experience, writes, directs, shoots and edits the series.
Galaviz adds while there is no direct branding in the 60 second videos, a link to an informative page on the University Health System Web site is attached. It’s intentionally not medical advice from a doctor, nurse or educator, explains Galaviz.
“The key to engaging your customer through social media is to not look or sound like a commercial,” she says.
The videos are getting attention.
Mrs. Muñoz recently appeared in a news segment on News Four WOAI’s 5 and 6:30 p.m. newscasts. University Health System Facebook “Likes” have increased 25 percent since Mrs. Muñoz “premiered” at the end of October.
“Advertising has always been about putting a compelling message where the people are,” says Simpson.
Andi Rodriguez is a free-lance writer and public relations professional; she also is a pro-tem, at-large member of the City of San Antonio Planning Commission and vice president of the Downtown Alliance San Antonio. She can be reached at firstname.lastname@example.org.
Watch all of Mrs. Muñoz videos on the University Health System Facebook Page