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.
The new year is ripe with fresh start messaging, but for an inactive audience still experiencing pain, a fresh start can feel out of reach. In order to meet this audience where they were, I skipped the tired language they were used to and, instead, crafted a campaign that positioned pain as something they have power over. With this message, we broke through cliche “new year, new you” messaging and provided our audience with a much-needed sense of play and empowerment. The Quit Pain campaign successfully revived this audience base and increased program sign-ups by 648% for inactive members and 157% for active members.
Campaign: Quit Pain
“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.”
— Stephanie Yee, Head of Brand & Creative
30K
683%
157%
increase in active
member signups
members signed up
for the challenge
increase in inactive
member signups
Web
