Company: Engage! Creative Agency
Nomination Submitted by: American Specialty Health
Company Description: Engage! Creative Group™ is the in-house agency of American Specialty Health® (ASH), a premier health and fitness organization. Engage! provides marcom to reach over 50 million eligible members with visually organized and easily read materials designed to promote ASH programs, maximize member participation, and create a culture of health.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing – Consumer Products
 Nomination Title: Active&Fit Direct™ Personalized Client Campaigns
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
January 1, 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 120 words used.
For 37 years, American Specialty Health (ASH) has offered products that fulfill its mission—empower individuals to live healthier. Today, the company is one of the nation’s top corporate wellness resources, providing specialty health and fitness solutions and services to employer groups, health plans, and other benefit suppliers. The Active&Fit Direct™ program is one of the most popular ASH fitness products, available to more than 535-million eligible members among its clients. Flexible and affordable, this is a sought-after membership program with discounted gym membership options, at-home workout videos, one-on-one lifestyle coaching, and more. Knowing not everyone is aware of the full extent of their benefits, ASH’s in-house marketing agency—the Engage! Creative Group—stays busy partnering with ASH clients to reach new members.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 163 words used.
The Engage! Creative Group set out to target employees of select clients on LinkedIn and spread Active&Fit Direct brand awareness and eligibility cues. Strategically, half the campaigns would use video messaging, while the other half used static retargeting methods. The goal of each was to drive the viewers to their employer's online benefit hub and educate the eligible-member audiences about their subsidized fitness program. By tracking video views, view-through rates, clicks, and shared reporting, the team could make monthly adjustments to improve metrics.
Creative aspects of these campaigns were nuanced with personalized messaging being the top priority. The agency wanted their audience to see their ad and think, "This is an exclusive deal just for me." The content team accomplished this by highlighting the employer's name in each campaign and using playful copywriting that was industry specific. For example, "without breaking the bank" would resonate for employees of financial institutions, and "an electric deal" for those of a top electric car company.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 163 words used.
The 2023 Active&Fit Direct client campaigns were effective in driving employees of each client group to their company’s benefit hubs. The team executed 60 paid advertising campaigns throughout the year with 35 client groups to accomplish this. Each group was chosen based on criteria that included client industry, employee LinkedIn presence, target audience size, availability of referring URLs from client, and the platform’s advertising policy. Each of the 35 partnering clients reported year-over-year online traffic gains with one automaker client reporting a 2,047 percent increase. The combined campaign results surpassed past agency click-through benchmarks and earned above-average video views:
- 619,456 impressions
- 91,625 video views
- 28.1% view-through rate
- 2,777 link clicks
- 0.45% average click-through rate
Not only did these client campaigns drive strong brand awareness—they also drove action, positively impacting the number of users clicking through to the Active&Fit Direct site to learn about registering and enrolling in the ASH program that would help them to live healthier.
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