THE DISCOVER CAMPAIGN
There are few ways to build brand awareness faster than well-thought-out marketing campaigns. Before I started working as the Marketing and Advertising Associate Creative Director, Health Union had never run ads promoting their business offerings to clients. I was honored to be given the responsibility of directing all of Health Union's corporate advertising.
RESEARCH AND BRAINSTORMING
After defining the business goals for this campaign and collecting target audience research, we started the process of idea-generating on how best to represent Health Union to our clients. My team and I created hundreds of ideas.
SORTING AND REFINING
We then gathered our ideas and sketches and sorted them into categories that had similar concepts. My team and I decided which three aligned closest with the goals of the campaign and would intrigue our target audiences most effectively.
PITCH TO LEADERSHIP AND AUDIENCE TESTING
My team and I created three distinct approaches that we all felt confident about. We then pitched the proposed campaign directions to the executive team. We were thrilled by their response and they loved all the options. In order to help make an informed decision on which direction to go, we orchestrated target audience testing to receive feedback on which concept spoke most to our intended viewers.
THE FINAL DIRECTION
After receiving feedback we decided that the Discover Campaign was the best option. It represented the Health Union story beautifully, created a connection to its audiences, and helped to establish Health Union as a leader in the industry.
My team and I then moved forward with creating the final assets. One of our strongest performing tactics was programmatic banner ads. These ads targeted Health Union's Pharma and agency audiences and drove thousands to their site.
I oversaw the multimedia team, copywriters, and voice talent to create 30 second and 15-second video ads. I coached them on both the visuals and audio to ensure the ads felt cohesive with the rest of the branding. These ads performed very well with close to a 75% completion rate.
Email marketing remains one of the most impactful avenues for engaging audiences. My team and I created and sent dozens of campaign emails through third-party publishers.
Finally, the ads made frequent appearances in relevant printed publications to help our brand stay top-of-mind and further drive awareness.