Beekman 1802 pivots social media focus to nurses

Beekman 1802 has just kicked off a year-long campaign championing nurses, called “Nurses First.”

“[Beekman is] a brand built on two pillars, goat milk and kindness. [So we’re] celebrating those who put kindness out into the world,” said CEO Jill Scalamandre. The program is extensive, which is fitting considering it will play out over the entire year.

Any nurse providing their nurse ID number will be able to shop Beekman’s site with a 20% off discount. The first 3,000 nurses to sign up via the site, from January 6, will receive the brand’s latest launch, its Milk Scrub. Beekman will host monthly events and giveaways for nurses, such as front-row seats to Broadway shows and first-class flight tickets. In May, the brand will launch a product designed for and co-created with nurses. Finally, the brand will fund “kindness grants” for nurses. For example, via Beekman’s website, someone could nominate a nurse’s departmen for a free lunch and, if the nurse is chosen, the brand will foot the bill. Beekman’s “chief kindness officer,” Alan Edstrom, will hand-select two to three winners each month, said Brad Farrell, Beekman’s CMO. According to the brand, Edstrom evaluates and personally vets each nomination and grants funds based on its impact and the number of people it will help.

“I was raised by a single mother who was a full-time nurse. When I started my medical career and worked with medical-care teams, it gave me a unique view into the essential role that nurses play in ensuring health and wellness outcomes, as well as the emotional and physical toll the job can take on them. … Our team wanted to show our genuine appreciation for the devoted and inherently kind nurses in our neighborhood and beyond,” said Dr. Brent Ridge, co-founder of Beekman 1802.

Of course, the campaign…

Read complete post here:
Source link