Juniper New Year Campaign SKILLS
Concept Development, Storyboarding, Problem Solving
YEAR
2024
ROLE
Senior Designer
PROJECT OVERVIEW
Insight
- 3,848 patients attributed to the What’s Your Why? campaign
- 20,657.76kg total tracked weight lost
- Our older demo interviews revealed that mature women are more likely to trust a weight loss program if they can see real, measurable success of people who have already been on the program
Idea
We instill trust in Juniper by highlighting how many women committed to change last year, what they achieved, and creating a sense of urgency to join them. We take compelling stats from our last NY campaign along with weight loss stats from key patients who have been on the program for ~12 months and use these to create attention-grabbing headlines that show how far our patients have come in a year, and drive new patients to join these women in their success. By joining them, they commit to finally putting their health first.
Execution
We tracked the total amount of kilos and tailored OOH billboards to blend seamlessly with the scene and environment for maximum relevance and impact. In tandem with the OOH creative, we release a robust data set relating to NY resolutions, weight and motivations, to generate earned media coverage (social, editorial, TV) where we can continue the conversation around Juniper, our stance on reframing NY resolutions and how Juniper can help Aussie women achieve their health and wellbeing goals in 2023.
TVC_Combo_30
TVC_Combo_15
