Attain by Aetna: Designed in Collaboration with Apple

Attain by Aetna is a highly personalized watch-based service, that makes it easy to stay healthy and achieve your health ambitions. We launched this app, in collaboration with Apple, through a strategically designed organic cadence capitalizing on a major news event. The organic cadence drove thousands of registrations for the program and paved the way for a paid media phase to drive downloads.

Highlights
Introduced the product to market on social media by unifying owned social platforms, which resulted in 1K+ program sign-ups during launch week.
Created a thoughtful communications strategy delivered via a well organized weekly cadence.
Delivered highest CTR from an organic Instagram Story.

Mental Health (Day)

Aetna drives a deeper and more positive connection with audiences discussing mental health issues on Twitter. To establish Aetna as a behavioral health expert, I strategically created organic content joining weekly #mentalhealthmonday conversations while being welcomed by the community we had set out to reach.

Highlights
Elevated Aetna to rank among top 3 healthcare brands discussing mental health issues on social.
Established a 100% share of Voice in #mentalhealthmonday discussions.
Highest engaged post surpassed engagement rate benchmark by 256%.

Mental Health (Night)

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People who suffer from anxiety often lie awake from the hours of 2am - 4am. As an experimental initiative, I developed content to be published during these late night hours in order to establish Aetna as a positive source for anxiety relief.

Highlights
The 1am - 4am version saw an 18.46% Video Completion Rate, and a 60% 10s Video Completion Rate (vs.61% 10s Video Completion Rate for the afternoon post I used as control).
The VCR for our late night video surpassed our benchmark by 8.46%.

School Employee Guidance Program

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Aetna launches a program specifically designed to support teachers facing higher rates of stress, anxiety, high blood pressure and depression. Recognizing the professional nature of LinkedIn, I developed organic content positioning Aetna as an innovator who understands the specific mental health needs of teachers and that daily challenges they face.

Highlights
Highest CTR post on LinkedIn July 2018; performing 6X better than Twitter content.
Surpassed Twitter CTR benchmarks without the use of paid media.
Proved ability to connect effectively with a B2B audience.