Hinge Health
As a senior content strategist, I worked alongside marketing and performance stakeholders to develop thoughtful creative strategies and craft human-first communications for all channels including email, direct mail, product, print, events, and more.
New Year, New You messaging is actually — old. That’s why when Hinge Health wanted to engage their members in a fresh way for the new year, I knew it was the perfect time to shake things up. Our primary goal was to increase engagement among our inactive audience. In order to grab their attention (or the lack thereof), we needed to surprise them, break through the noise, while still maintaining our brand voice and values. It was time to flip the script on our brand slogan and playfully shift from “Every body moving” to everybody quitting.
Campaign: Quit Pain
2024 is for quitters…
30K
members signed up
for the challenge
683%
increase in inactive
member signups
157%
increase in active
member signups
“Thank you for driving our first-ever New Year's challenge and showing the team what can happen if you're willing to let creative be creative.”
—Hinge Health Sr. Director, Brand & Creative
The challenges:
Audience: An inactive audience can be tough to reengage — especially when your product asks them to work through physical pain. It can be difficult to generate excitement around exercise, so we knew we had a steep hill in front of us.
Timeline: Two weeks to develop a campaign theme, present to stakeholders for approval, analyze user research, write copy for 15 deliverables across 6 channels (email, product, web, social, SMS, and push), address stakeholder revisions, and finalize.
Buy in: This concept was different for the company — getting the necessary buy in across all teams and stakeholders required thought, research, and a strong pitch.
The results:
With the support of my creative team and directors, I was able to present a winning case for this new direction, leveraging user data, conversion principles, and my creative expertise. Despite some initial trepidation, the team decided to take this bold new step into a newly playful-yet-empowering voice. And it paid off. The campaign was a major success and exceeded our goals.
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