Big Health Launch Comms
Team: Collin Hall, Juli Fischer
Big Health was looking to refresh their existing client-launch marketing campaigns. The previous iteration of launch comms for their two products, Sleepio and Daylight, were descriptive about the challenges a potential user might face, but didn’t educate the user about Big Health’s proprietary solutions. By refreshing our introductory marketing with new audiences, we drove awareness and enthusiasm about the upcoming launch and ultimately drove increased enrollment.
Redefining our approach
The previous Big Health launch campaigns focused largely on highlighting users’ potential struggles and dangling the metaphorical carrot of help. Launch marketing was centered around an introductory quiz to help define user’s problems: Sleepio’s “What’s Your Sleep Score?” and Daylight’s “What’s Your Anxiety Type?”. While these quizzes were interactive and engaging, they offered little education on the Big Health’s products or how they could improve users’ lives.
We decided to shift launch messaging to focus on results. By educating users about what Sleepio and Daylight were and how they worked, along with their strong clinical backing, we could demonstrate a more tangible value-add to people in need.
Sleepio Launch Email
Daylight Launch Email
Sleepio Launch Campaign Assets
Sleepio Pre-launch Email
Sleepio Launch Email
Sleepio Post-launch Email
Daylight Launch Campaign Assets
Daylight Pre-launch Email
Daylight Launch Email
Daylight Post-launch Email
