The approach

Supported by the ACT government under the Health Promotion Grants program, the team at Cure Collective and Diabetes Australia were tasked with developing a unique health and wellbeing proposition that would encourage healthy lifestyle behaviours.

Market reviews and studies of successful campaigns that targeted women were analysed to identify common elements. Desk and field research was undertaken to develop the brand and quant and qual research was used for brand testing pre-launch.

A customer-led design thinking methodology was used to understand the audience, their attitudes to behaviour change and develop deep customer insights, which became the inspiration for the creative concept. In parallel with high cut-through creative, a highly disciplined test and learn acquisition process was critical to achieve the best possible outcomes for the available budget.

The program included the measurement of key metrics via the various channels and attribution models. The plan included local PR and a comprehensive content strategy published via the website and social including humorous memes, quick tips, giveaways, and collaborations with prominent Canberra women. All activity linked back to the site to support conversion.

Google and social media advertising were key channels, which tested infinite text, static and video creative was executed with strong calls-to-action under a daily test, learn and optimise methodology. A structured approach to conversion rate optimisation and forms testing was undertaken.