The Robert Wood Johnson Foundation wanted to pursue a new area of funding in which they did not have a great deal of experience. So, before releasing a Call for Proposals (CFP), Aggregate identified and engaged influencers who could help them reach new communities to inform their funding strategy and build trust for the foundation among those working in the field. Throughout the process, we served as the program officer’s coach, helping her build her online network and to share timely and transparent updates. The process contributed to establishing the program officer as a credible thought leader and led to new relationships and opportunities well before the CFP was released. When it was released, the CFP generated a level of interest unprecedented by past CFPs issued by the foundation.
Thomas Goetz, the former Executive Editor of Wired and the co-founder of Iodine, a start up that helps people use their personal data to make better decisions about their health, chose Aggregate to help him generate word of mouth about his second book, The Remedy. The book is about how scientific discovery becomes social truth—in the guise of the little known story of how Arthur Conan Doyle, the author of the Sherlock Holmes series, and Robert Koch crossed paths in the midst of the quest for a cure for tuberculosis. Our strategy was to identify and engage influencers within the broad range of online communities that could find something they loved within the pages of the book—Sherlock Holmes fans, global health advocates, health innovation thought leaders, and more. And to generate additional buzz, we designed a beautiful series of graphic excerpts from the book, to give readers a peek inside and highlight Thomas’ brilliant way with words.