Designing a Microsite to Drive VUMC’s “Gratitunes” Campaign | Subvrsive


Agency: FlyteVu | Brand: Vanderbilt University Medical Center


Designing a Microsite to Drive VUMC’s National “Gratitunes” Campaign


Amid the global COVID-19 pandemic, doctors, nurses, and medical staff are risking their own health and safety and working tirelessly to help care for those who need it most. Wanting to give their community a tangible way to support and encourage those on the front lines, Vanderbilt University Medical Center (VUMC) and Nashville-based entertainment marketing agency, FlyteVu, crafted the vision for a digital campaign called Gratitunes. We were excited to join the team to help bring the vision to life.

The Idea:

Provide an easy way for people to encourage and uplift VUMC healthcare workers during the COVID-19 pandemic in true Nashville style: through the power of music.

The Work:

We partnered with Vanderbilt University Medical Center (VUMC) and FlyteVu to launch ‘Gratitunes’ – a way to uplift Vanderbilt’s medical staff with music, words of encouragement, and donations.

The Result:

A month-long campaign that generated song dedications, messages of support, donations, live performances, and over 2 million views on Instagram.



From Brad Paisley to Jewel


The Gratitunes campaign invited musical artists to dedicate their own inspirational songs to doctors, nurses, and medical staff through live performances on Instagram or IGTV. Every day for the duration of the campaign, musicians like Lauren Alaina, Thomas Rhett Atkins, and Jewel took part, generating over 2 million views on Instagram.

In addition to his live Gratitunes performance, Brad Paisley even crashed the Vanderbilt State of Nursing Zoom call to surprise attendees with a few live requests and a cameo from his pup.


This One’s for You


It wasn’t only professional artists who were invited to take part. Anyone who wanted to dedicate a favorite song to frontline workers could choose a ‘Gratitune’ from the website to automatically add it to a playlist to be shared with VUMC staff and streamed to clinics to help uplift spirits. They could also share their dedication along with a note of encouragement on social media to help spread the joy. All dedications using the #Gratitunes and #VUMCHeroes hashtags were aggregated onto the microsite.

“Subvrsive was our first call to help bring our vision for the Gratitunes platform to life. Their unparalleled experience, expert knowledge, and solution-focused approach made them the perfect partner to create a user-friendly platform and launch in record time. Most importantly, they are true team players who set a high bar for success and don’t stop until it is achieved.”

– Laura Hutfless, Partner, FlyteVu


Creating a Digital Home for the Gratitunes Campaign


The Gratitunes campaign consisted of several components – including a Spotify playlist, Instagram performances, social posts, and the VUMC donations site – that all lived on different platforms and places online. So, it was important to build a custom microsite to house everything all in one place and, on top of that, to give the campaign a cohesive look and feel.

From the logo design to the site layout, our team brought the Gratitunes microsite to life in less than two weeks in order to launch the campaign on a very special day: National Doctor’s Day.


#Gratitunes #VUMCHeroes


Final Delivery

Work alongside FlyteVu to create mockups and wireframes for Gratitunes microsite.

Engineer core song dedication and Spotify integration features for the microsite.

Create a Performance of the Day section to highlight original Instagram performances.

Implement social media aggregate to compile all posts using campaign hashtags.

Provide ongoing support and site maintenance over the course of the campaign.

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