Category crasher
Gain recognition and connect with more people
HMR had 30 years of success as a premium hospital-based program. The challenge was the broader consumer audience had no idea who we were. We needed a campaign that would cut through the clutter, fads, and gimmicks to bring this serious program to consumers who were tired of empty promises. I was the Creative Director and UI Designer for this project. We worked with an outside agency to help us with research and a complex targeting media strategy that would deliver the right message at the right time.
Build a uniquely ownable look and TOV
We would ground ourselves in our target persona and address both the rational and emotional, to drive that target through the funnel. To build a uniquely ownable look we needed intensive research and market analysis of the highly competitive landscape to ensure we could differentiate the brand.
We started by clearly defining our brand personality and target persona. We looked at our competitors and got inspiration from other passion brands with loyal customers.
Creativity. Design. Disruption. We brainstormed ideas that would inspire action, build loyalty, and grow the brand. This campaign needed to break through the competitive clutter.
Working with an outside agency we administered a two-part, targeted, controlled environment, online creative test that simulated an in-market experience to deliver the most meaningful execution.
Execute a visually disruptive omnichannel marketing campaign that would build brand recognition, customer retention and loyalty, while meeting company growth goals.
"I’ve tried. I’ve really tried, and I’m willing to try again. But I need some real help, not more of the same old promises." ~Lorraine
Brand inspiration. Emotional stories.
Mood board, ownable assets
For creative direction we built a campaign mood board around the message "When you're ready to get serious about weight loss, you're ready for HMR." Through research we knew that our target, "Lorraine" would respond better if she could see herself in our creative. We shot custom photography reflective of her, featuring diverse, authentic models as their most empowered selves.
Transform the look and build emotion
We shot in color, then reimagined the imagery in black and white. This look complemented HMR’s premium brand and the more serious look we were striving to achieve. It also was a differentiating factor in the weight loss category. A pop of color was used along with a message that was candid but empowering — one we knew resonated with our audience from user testing. A closer image crop played an important role in emotionally connecting with our audience.
A disruptive brand campaign
We built a dynamic, responsive creative campaign that used digital channels to deliver the right message at the right time — from awareness, to retargeting, to abandon cart. We used robust analytics to allow for relentless campaign optimization. We saw a
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Display and social ads — Awareness — -
Landing pages — Awareness — -
Display and social ads — Awareness — -
Display and social ads — Retarget — -
Landing pages — Retarget — -
Display and social ads — Retarget —