FIGS - Annual Nurses Week Camp

Real nurses at the forefront, celebrating their everyday contributions. By focusing on authentic human connection, FIGS created a viral, heartfelt campaign that resonated with families, communities, and healthcare workers alike.

Figs released their “Anytime Anywhere” Nurses Week ad campaign this May 1st in anticipation of Nurses’ Week, May 6th to 12th. 

Though the company has been putting out a Nurses Week campaign each year since 2019, none have had even a fraction of success as this year. Gaining over 200,000 likes across Figs' social media platforms shortly after its launch. Their traction is most definitely thanks to the switch in their strategy this year. What's different? Human connection. Figs’ campaign centred around real, everyday nurses.

Having used real nurses not only amplified connection to the brand but it allowed for the friends and family members of these nurses to amplify the brand even more through social media sharing and reposting. One young Michelle Sansiveri, posted on her TikTok account a snippet from the Figs ad, sharing how proud she was of her mom, Zolita, a retired RN, who was featured in the campaign. 

Michelles video alone gained much appreciation from the Filipino community as they tend to be in the majority make up of nurses. Other nurses and thousands of supporters also showed up for these healthcare heroes. A few commenters even went as far as to share how they showed their mothers and co-workers the commercial and in what way it greatly impacted each person. 

All we can say is, great job to the in-house marketing team at Figs and thank you to all the nurses who carry the health industry everyday. Check out Figs social pages and discover all the ads derived from this campaign!