WebMD Health Services Launch Campaign

CONTEXT

Launch campaigns are created each year for a number of clients to communicate well-being benefits to their audience. This campaign needs to be clear, concise and eye-catching with potential for customizable content for a wide variety of clients. The campaign requires several deliverables for a range of uses from email and social media to print pieces as well as offering customizable templates on a SaaS platform.

OBJECTIVE

Stakeholders requested campaign imagery that spoke to a blue-collar workforce as well as in-office employees. We serve a variety of clients from government, education, technology, utilities and manufacturing businesses and it was important that we showcase the diversity in the types of workforces that we serve. The strategist also wanted to focus on personal empowerment as a theme for this campaign.

RESEARCH + BRAINSTORM

This is always one of my favorite stages of any project. I love the ideation of a new concept. I collaborated directly with the Copywriter and Art Director during the brainstorming of this concept. We individually researched and then came together to collaborate. I researched blueprints, a story-telling idea and design trends and then we came together to create our best concepts.

CONCEPT DEVELOPMENT

For the conception part of this project, I worked with the copywriter on developing a design that aligned with the content. We crafted two concepts that felt unique and visually compelling, which we subsequently presented to the project stakeholders. The first concept is based on a blueprint which helps the design appeal to a varied workforce. It also fits the theme of personal empowerment as well as the journey toward well-being as a constant rather than a finish line. The second concept we developed was inspired by cameras and photography. Taking the idea of “focus”, we leaned into what is important to the viewer, be it family, hobbies, activities or pets.

Ultimately, the project stakeholders picked the first concept designed to look like blueprints. We tweaked the headline to be more positive and I knew I wanted to add handwritten notes into the copy with arrows to evoke more of the planning and process of a blueprint. The notes showcase the positive impact of the program’s well-being offerings.

PROCESS

This was the initial first draft of this concept. As you will see, it didn’t change much from here to final, just refined. I initially wrote the notes for images that I thought aligned with the content and program offerings and then the copywriter polished from there. I created the gridlines and a blue overlay that seem to radiate out from the subject, giving breathing room between the subject and the grid. Because of multiple layers, I created a mini style guide for this campaigns to ensure that all designers that touched this campaign could maintain consistency. I also incorporated the new generative ai feature in Photoshop to expand background area as needed for layout space and trained designers on my entire process.

FINAL

The idea of “Building Your Best Self” everyday aims to inspire the audience to use the tools provided by their employer to improve overall health from physical fitness, diet, emotional resilience and even financial health. It is engaging, inspiring, informative and diverse. Our B2C campaign even inspired campaigns for B2B Marketing and Demand Generation. In addition to the collateral we delivered in English, we expanded our translations to three additional languages for template using by clients. They included Spanish, Brazilian Portuguese and French Canadian and I oversaw the translation process with our vendor.

I also delivered assets and inspiration to our video vendor and along with them and our project team developed a launch video that complements this campaign. This campaign has been very popular with clients, receiving positive feedback and a large number of users. I oversaw much of the Art Direction and Internal Creative Review as this campaign was disseminated to clients. This project taught me so much about process, training and replication, as well as client’s desire for customization. I’m proud of the final deliverables.