Health Profile Campaign

As a key component from our master plan to help a B2B industry leader (Quest Diagnostics) launch and scale a direct-to-consumer channel (Quest Direct), this campaign tapped into the target audience's competitive nature. Thus, the quesiton: What's your health quotient score?

Social Motion

A variety of animated social ads were crafted to draw attention and pique curiosity for the target audience to learn their overall health score. Consistent numeric dials, equations, and CTAs were used throughout.

Landing Page Motion

A complementary animated unit was made specifically for the campaign's landing page, adding more of the story that helped guide our captive audience.

Targeted Social Engagement

Sparking FOMO through a variety of social channels.

This campaign's target demo skewed towards young and middle-aged males who tend to be data-driven and highly competitive. They often try several different things to achieve better health, but don't necessarily have a reliable quantitatve score for their overall healh. This CHP campaign leaned heavily on social media to excite and educate on the power of multi-layered data, while sprinkling in the ever-potent social motivator often labeled: Fear Of Missing Out.

YouTube + OTT

Videos of varying lengths were produced to hit on data and empowerment when it comes to assessing health improvements. Consistent use of footage, numeric score dials, colors, type, and graphical elements tied the campaign together.

Reddit Feeds

The campaign spread to reach the target audience where they hang out most, Reddit. Conversational and casual messaging were used to feel as natural and trusted as possible.

Landing Page

An array of video, social, and display ads all led target audiences to the campaign's landing page which incorporated proven best practices of direct response marketing.

Direct Response

Familiar visuals (from top-funnel campaign tactics), clear picing, direct CTAs, videos, and short-form content all played their part to form a compelling conversion point in an incredibly successful campaign.

Initial Ideation

Extra concepts + visual exploration

Creative and strategic discovery phases are always important components, especially in big campaigns. The following variety of quick adlobs depict early stages of audience segmentation, messaging, and art styles—all of which helped guide the agency and the client toward a final (winning) solution.

Client + Agency

  • Client:
  • Quest Diagnostics
  •  
  • Agency:
  • Flynn

Assignment

  • CHP Campaign
  • OTT Pre-Roll Video
  • Landing Pages
  • Display Banners
  • Social Media Ads

My Role

  • Creative Director
  • Video Production Art Director
  • Designer

Our Team

  • Matt D'Angelo, Creative
  • Shannon O'Grady, Art Director
  • Brad Garratt, Copywriter
  • Craig Henderberg, Editor