SilverSneakers Ambassadors

Full Member Stories

Animated Facebook Ads

The campaign was extended into our social ads as well, again, extending both the budget and resources. We tested both animated and static ads, and oddly enough, our static ads performed better than our animated ones.

Photography

Additional Resources

Since this was the first time our marketing stakeholders were receiving this type of pitch, I provided some additional setup slides to align on expectations as well as strategic alignment. We needed to assure we were maximizing the budget and resources…and these slides demonstrated the “how”.

In late 2019, we wet out to launch a campaign to highlight our members. The goal was to communicate their unique stories to other members, or prospective members, and showcase what keeps them so motivated to staying healthy and so loyal to SilverSneakers. I saw an opportunity to go beyond the brief; we had an opportunity to fly across the nation and meet our members in person…beyond just phone interviews and written stories. I developed a pitched to tell authentic stories into our members homes, fitness locations and meet the friends that keep them motivated and vice versa. Our strategy was simple; find amazing members willing to tell their story, develop a short highlight video and double down and capture still photographs to be used in future marketing tactics. To do this, we kept the film crew and equipment small, but I feel the results are as impactful as a large budget and crew.

Distribution:

• Website
• Facebook
• Instagram
• YouTube
• Email
• Printed Materials

Each member story yielded:

• 1 – 2+ min video
• 12 – Promo/social videos
• 100 – Final hero photos
• 1 – Blog post

Producer: Dom Portalla
Editor: Dom Portalla
Credit: Justin Johns

Campaign Concept
Concept Approval
Concepting
Creative Direction
Executive Approval
Storyboard