Helping create a healthier world.
Where I found my niche as a player/coach managing design and copy teams.
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Optum Bank App
Simplifying health account access
—whenever, wherever.
The Brief
Develop the creative and content for the Optum Bank app relaunch campaign across multi-channels, including app copy, tile, store images, email campaigns, website/landing pages, bank statements, social channels. Drive upgrades with existing Optum Bank app users and downloads with those who currently only manage their account online.
Idea
We focused squarely on the benefit of taking your health account on the go with a theme line that ran through all touch points. A consistent look and feel created a cohesive brand experience that gave the app an identity beyond function.
Impact
We targeted 30,000 engaged users and ended up with 107,174 within two weeks of launch. In the same period over half a million downloads and upgrades with email being the top engagement channel.
Role
Concept, messaging framework, app store copy, beta app review
Design partners
Johannes Frazier, Sophia Ha, Kim Dixson, Cindy Tam
First step was a message framework to give the app a personality that carried through the campaign from emails to app store copy.
The $2.3M email campaign
Showing Optum Financial the money.
$950k
YoY revenue increase
16%
CTR
41%
Open Rate
$647k
YoY revenue increase
668k
Open
41%
Open Rate
$703k
YoY revenue increase
22%
CTR
45%
Open Rate
Mental Health Awareness Month
Turning a theory into fuel for a healthier mindset.
The Brief
Create a campaign for Mental Health Awareness Month in May based on the Let Them Theory by Mel Robbins. Inspire individuals to prioritize their own goals and happiness, rather than trying to control others' opinions, actions, and moods. Oh, and an external agency is getting the same brief so may the best team win.
Insight
Before we did anything we purchased Mel’s book and read it cover to cover. We found nuggets of insight that added up to an undeniable human truth. Many people believe mental health is one-size-fits-all. But the truth is it's personal for each of us.
Idea
We showed the unique ways we address our mental health and wear empowerment as the badge of honor it is. In the end we beat out the external agency and won the hearts of our marketer partners.
Results
Measurable uptick in social engagement and overwhelming email opens. Add to that the reassurance that internal creative teams can rise to the creative challenge with external agencies.
We enlisted the creative department for writing samples to use in headlines.
Headline translation:
Mental health is
Never giving up my power
Headline translation:
Mental health is
Always reflecting before reacting
Pet Heart Health
(Facebook)
Design partners
Alex Ubeda, David Henderleiter, Kelly Gleonde
Heart healthy habits
(IG Carousel)
Design partner
Alex Ubeda
Womens Health Thought Leadership
(LinkedIn)
Design partner
Alex Ubeda
Medicare Playbook - Payer
(LinkedIn)
Design partner
Alex Ubeda
Digital Movement - Payer
(LinkedIn)
Design partner
Alex Ubeda
eBooks
Digital tomes for optimal business health
Role
Content framework and editing.
Design partner
Johannes Frazier
Role
Content framework and editing.
Design partner
Johannes Frazier
Role
Content framework and editing.
Design partner
Alex Ubeda
Open Enrollment Toolkit
A little help deciphering health benefit accounts.
Challenge
Current open enrollment materials are wordy, complex, look and feel is not engaging. They feel very “banky” and not consumer focused.
The Brief
An agency approach with a new look and feel, as well as a new voice that simplifies action and drives enrollment. Break-up complex text with graphics.
Idea
We re-thought the content, creating PDF snd video assets with a friendlier tone and more space to breath. We made learning about health dollars more engaging, approachable, and inspiring.
Impact
More than 20,000 downloads during open enrollment, surpassing previous OE campaigns.
Role
Concept, messaging framework, writing
Design partner
Johannes Frazier
Social Posts
Helping to find the healthier you.