Heart in the right placement
A social-first visual strategy designed to celebrate wellness at the heart of healthcare.
Project details
In the healthcare industry, which isn’t particularly the most popular, some individuals utilize social media to express their frustrations towards brands like Aetna. Recognizing this as an opportunity, we aimed to redirect negative comments by offering engaging content that resonated with people's interests, such as wellbeing tips and mental health awareness. By incorporating organic textures, dynamic compositions, and candid photography tailored to social media, this strategic approach kept followers' emotions at the core of the content while maintaining flexibility and consistency across channels.
Client
Aetna CVS Health
Hearty results 🎉
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Instagram gained 2K followers within 30 days of launching, with continued growth
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LinkedIn's engagement rate surpassed the 9% benchmark within 60 days of launching
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LinkedIn 5% growth in overall followers 44k new followers — 490K YTD
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LinkedIn grew a combined of 21% across our target demographic during our pilot
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Maintained an engagement rate 24% above the 1.83% standard
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Significant incline in positive comments across all platforms
Dream team
Angela Morris
Bonnie Vengrow
Cassie Yang
Christie Tandiono
Christophe Marchand
Cynthia Wan
Hunter Hanson
Jisun Han
June Lee
Justin Penida
Luke Barley
Mark Pabst
Marilynn Bonilla
Michelle Cope
Michelle Lan
Tabitha Reutter
Tyler Naugle
My services
Concept development
Creative direction
Graphic design
Oversee creative team
Social playbook
Social strategy
Visual direction
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Social playbook
To appeal to B2B and B2C audiences, we crafted a human-centric, multi-media visual strategy tailored to each of Aetna’s social platforms.
