Brand repositioning campaign: EmblemHealth

Description:  In 2011, EmblemHealth was a fairly new brand looking, post-merger, to galvanize two legacy company employee groups under a unified business and brand vision. Working with brand agency, Mullen (now Mullen-Lowe), my team updated EmblemHealth's brand platform to focus on its caring, New York-based employees. The campaign featured individuals across departments sharing what care means to them and signed off with the new tagline, "What Care Feels Like." We ran three versions of the campaign in three years, each year highlighting different employee stories and targeting the campaign's media plan according to priorities for sales.

My role:  As Specialist, Branding & Advertising (2010-2012) then Senior Brand Marketing Specialist (2013), I managed Mullen in all aspects of annual campaign development, from media planning and creative concepting to employee casting, copy-editing and production to post-campaign tracking and analysis.  

Results:  The campaign recognized employees and drove them to internalize the new EmblemHealth brand promise, improving employee satisfaction and customer service and raising NPS scores. It also differentiated EmblemHealth from competitors, driving considerable increases in brand awareness, favorability and consideration as well as considerable traffic to and leads from our campaign Web pages.  

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Credits: Chris Brady, Executive Creative Director, Mullen; Joe Bardetti, Associate Creative Director, Mullen; Michael Ancevic, SVP Group Creative Director, Mullen; Steve Mietelski, SVP Group Creative Director, Mullen; Marc Warner, Senior Director, Marketing & Advertising, EmblemHealth; Ari Pollack, Senior Marketing Specialist, EmblemHealth