To complement the product launch, the brand developed an activation that would accompany media communications in effort to increase awareness, engagement, and consideration among this unique segment. Most importantly, Laurel Road wanted to connect with nurses, celebrate their hard work and tap into the community. During National Nurses Week the brand partnered with TikTok star @NurseKala and others in the nursing community to launch the #LaurelRoad4Nurses Dance Challenge with a $10k prize in support of Laurel Road Loyalty Checking.