Freedom to move

Targeted Creative & Strategic Efficiency

Traditional brand campaigns, while broad, often lack specific resonance for key audience segments and entail high production costs. Here, I aimed to develop more effective and cost-efficient ways to connect with niche patient segments, leveraging internal capabilities and new agency partnerships.

The Creative

Instead of a general market campaign, "Freedom to Move" focused on creating a single piece of creative specifically for the "PrimeTime Thriver" segment. This creative was conceived and produced primarily by an internal team, collaborating with a new agency model. This approach aimed to:

  • Achieve considerable cost savings on production.

  • Test the effectiveness of segmented creative against the existing Brand Anthem.

  • Reinforce CommonSpirit Health's brand pillars in a highly relevant context for the target audience.

The testing framework compared the "PrimeTime Thriver" creative against the general market Brand Anthem, measuring media efficiency (CPCV, VCR) and brand messaging impact to assess resonance.

The Results

The campaign achieved significant strategic and financial success:

  • Cost Savings: Approximately 90% reduction in production costs for a high-quality brand spot.

  • Enhanced Engagement: The "PrimeTime Thriver" creative achieved a VCR of 70.37%, significantly outperforming general market creative @ 54.74% when both were served to the same audience segment.

  • Cost Efficiency: Maintained an efficient $0.02 Cost Per Completed View (CPCV), proving competitive with or better than general market creative.

  • Brand Lift: The targeted creative not only resonated strongly but also contributed to a ~13% lift in the Brand Anthem's VCR when run concurrently, demonstrating a positive halo effect on broader brand messaging.