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AIA vitality

CHE Proximity

The brief: Create highly engaging brand ambassador content beyond BAU text-based articles on website. Something that feels like a real value-add for audiences and can double as lead gen.

What happened: Together with a small editorial team, I devised the Love Your Gut Month campaign featuring brand ambassador Marika Day. This would roll out on owned and paid social, digital and email channels with an initial kick-off story based on research and interviews, then a series of videos I scripted that spoke to Marika’s various gut themes in a familiar and playful cooking show format. I also oversaw the writing, layout and design of downloadable Love Your Gut packs that worked as a lead generator through the month, with non-members signing up via facebook forms to access the new content. 

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