Responsibility
Senior Brand Experience Designer
Wellster Healthtech Group
2021 - Present
Summary
MySummer, a female health brand and GoSpring, a male health brand from Wellster, bring empowerment towards sexual healthcare. The goal to build brand awareness and reach new customers was taken on by pitching inclusive campaign concepts.
Challenge
In interviews, existing users recalled previous advertisements due to their bold approach. However, the business challenge was the insufficient acquisition of new customers.
Solution
To expand the brand's reach, I proposed integrating modern societal values into the campaign. Concepts were pitched that embraced unconventional thinking and social considerations. The main theme was inclusivity, with sub-themes of body positivity, female empowerment, and reshaping gender norms for progressive communication.