Summer of self care
For medical brands, summer can be a challenging time of year to engage with their members — folks typically schedule annual visits early in the year, cold and flu season is in the fall — and by summer, new year’s resolutions are often but a memory.
One Medical wanted to create an engagement campaign to connect with members and fans in fun, playful ways. Our strategy was less about KPIs than celebrating sunny skies — and doing it in a healthy way (while reminding folks that One Medical is there whenever and wherever they need it).
We leaned into a nostalgic, sunny aesthetic with cheeky and uplifting copy to encourage members to enjoy the summer in a healthy way. We provided tips, advice, and connected reminders of One Medical’s virtual and in-person services that members can access across the nation.
Social
Data shows that member email open rates drop in the summer, while social engagement goes up. So we prioritized social to meet folks where they are — and saw close to 4,000% increases in engagement on our “Summer of self care” social posts over average organic posts.
To combat lower open rates during summer, we packed our emails with valuable, snackable info and leaned into playful design and cheeky subject lines. Our subject line “Is a summer fling good for your health?” led to a nearly 40% open rate!
Homepage takeover
To complete the campaign, we designed 5 homepage takeovers to align with campaign themes.
