Business Case #1
Operating in a crowded health tech market, Care's app struggled with low adoption as consumers saw little reason to choose it over existing alternatives. The post-Covid shift in priorities also dampened demand for teleconsultation, health screenings and vaccinations, while a saturated market gave consumers more choice than ever.
Business Case #2
Health screening bookings and GMV dip in the quieter months of April to July. With the screening target leaning on the December peak, the business needed a way to build demand earlier.
I saw this as an opportunity to design a campaign to improve performance for both platform adoption and health screening GMV. I started by looking at our historical performance, conducting market and competitor research, and understanding what types of health-screening bundles were currently resonating with consumers.
Based on these insights, I developed an integrated B2C campaign strategy built around product bundling, with a Parents’ Day bundle as the core proposition. Health services such as screening tests and teleconsultations were paired with lifestyle incentives, L'éclair Pâtisserie & Golden Village, to drive appeal. I led the campaign end-to-end, from the initial research and strategic planning through to channel planning, creative execution and post-launch optimisation. The campaign ran across owned, earned and paid media, traditional and digital. Creative and messaging were refined through A/B testing across different touchpoints and consumer segments.
Delivered peak-period revenue during a seasonally slow trading month with a product bundle campaign positioned against competitor pricing and refined through ongoing A/B testing.
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B2C Marketing, Integrated Marketing, Performance Marketing, Campaign Strategy, Digital Marketing, Influencer Marketing, Partnerships and Stakeholder Management, Social Media and Advertising, Budget Management