Seven emotional and health benefit messages and ad creatives were created and tested for short time periods before running the full-length ad campaign to drive traffic to the landing pages. Copy, design, and motion design were all tested and iterated on.
Our landing pages had to give the right information and a convincing enough story to encourage people to give the program a try. We tested 3 different approaches: lifestyle, brand, and product focused creative directions. In the end, the more product-focused approach showing the app and features was a clear winner.
Our landing pages had to give the right information and a convincing enough story to encourage people to give the program a try. We tested 3 different approaches: lifestyle, brand, and product focused creative directions. In the end, the more product-focused approach showing the app and features was a clear winner.
A campaign to drive enrollment in a new, as-yet-unknown healthcare program.
Strategy, Creative Direction, Design, Testing & Analytics
The campaign scored 19% to 43% above category benchmarks.
