With a core focus on helping people live longer, healthier, happier lives and make a better world, the team at Bupa were on the search to position themselves as a key leader in workplace wellbeing globally.
Aiming to reach audiences across a range of platforms including Instagram, LinkedIn and YouTube, the campaign needed to be received by users in regions such as Australia, Latin America, the Middle East and Europe, we partnered with Hurricane Media to create an engaging campaign.
With a diverse range of audience members to target and engage, spanning different cultural backgrounds and work environments, we aimed to achieve this through several key strategies, prominently featuring the influence and expertise of Dr Julie Smith.
Dr. Julie Smith, a renowned clinical psychologist, bestselling author, and content creator, played a crucial role in creating engaging, multi-platform content that resonated with diverse audiences worldwide. Her deep expertise in mental health, combined with her relatable and engaging style, made her the perfect spokesperson for promoting workplace wellbeing.
We worked with Dr Julie to create a range of content bespoke to the key platforms audiences would be reached by the campaign. On YouTube, Dr. Julie’s shorts and longer videos provided in-depth insight into workplace well-being topics, appealing to viewers who prefer detailed and informative content. While TikTok was used to create bite-sized content that resonated with a younger, more dynamic audience. Her established presence on TikTok, with millions of followers, ensured immediate attention and engagement.
Alongside this, our expert team also leveraged Paid Social activation across TikTok Spark Ads to further amplify Dr Julie’s content, reaching an even wider audience.
@drjulie Wait for the end! It could only go one way:face_with_peeking_eye: ad All tower blocks aside, if high stress levels are making life at work harder than it needs to be, then the algorithm just worked in your favour. Over the next several months I am bringing you the latest from the scientific literature on how we can all use stress to our advantage while safeguarding ourselves from the negative effects. I will also be talking to people at @bupa and gaining insights into how they are working to improve workplace wellbeing around the world. There is much talk across the internet about burnout. But looking out for signs and working on recovery is the last resort. We need to be focusing on wellbeing at work long before it gets that far. We all want to perform at our best without sacrificing health and wellbeing. In fact, it’s one of the most common subjects I get asked about in this community. Another common question I get asked by leaders in the workplace is how can they support their teams and help people at work who may be struggling. So if you are leading a team and want to support them in the best way possible, then watch this space. There is more to come. If you don’t check in here often, you can hit the notifications button to get notified when the posts go up. See you soon!
♬ original sound - Dr Julie | Psychologist
Working with Dr Julie across this campaign, we saw incredible results, focused on engagement metrics rather than conversions, including:
170,371 engagements (+13% vs KPIs)
2,768,194 users reach (+32% vs KPIs)
If you’ve got a project in mind, or just want to have a chat, please get in touch!
