Brand campaign: EmblemHealth
Description: In 2016, I led our new Chief Executive team, brand team and brand agency, gyro, in updating our brand positioning and launching the multi-channel, multi-lingual "For Now, For Life" campaign. The new campaign reflected a more modern brand by employing graphics and wit to broaden its appeal among millennials. It ran across a variety of highly targeted channels, including outdoor, hyper-local print, digital, social, mobile and Pandora radio.
My role: As EmblemHealth's Director of Marketing & Creative Services, I led brand strategy, brand research, brand campaign development and results measurement.
Results:
- Increased brand awareness, familiarity and leads among adults under 35 in target geographies
- 8% bump in direct marketing leads among adults under 35, as measured by a Media Mix Optimization (MMO) analysis
Use the arrows in the gallery below to scroll through other ads from this campaign.
Outdoor ad (Urban panel)
Credits: Marco Wells, Creative Director, gyro; Tim O'Malley, Art DIrector, gyro; Bernie Watt, Senior Copywriter, gyro; Bob Feeney, Manager, Enterprise Marketing, EmblemHealth; Claire Surrey, Manager, Enterprise Marketing & Digital Engagement, EmblemHealth; Jinni Baek, Marketing Specialist, EmblemHealth