Unbreaking American Health Care with Sia
Analyzed the assets & adapted before launch the results confirmed my intuition
Project Details
Client: RepresentUs
Focus: Campaign Strategy & Production
Role: Strategy, production direction, campaign management
Project Type: Full engagement campaign
Challenge
An 8-minute short film on American healthcare produced before the pandemic needed a 2023 re-launch. The issue had only become more urgent. The format was wrong for the moment. Forecasting that long-form video would underperform on social, I recommended producing a cut-down before the campaign went live.
Solutions
Worked with the team to create a 3min cut down. Though the organization had never requested a collaborative post before the I pushed the team to request Sia post on her channels, which she happily agreed to.
Outcomes
Best Performing Instagram Post in Account History
3x the views of the full length
First Collab Post with a Celebrity.
Nobody wants to hear the thing they built won’t land.
I was new on the team, no track record to back me, and I told them the finished film wouldn't perform. That's a call nobody wants to make. I built the trust to be heard, made the call, and I was right. This is the art and craft of growth marketing for impact.
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