Hinge Health Quitters Campaign
New Year, New You messaging is actually… old. That’s why when Hinge Health wanted to engage their members in a fresh way for the new year, I knew it was the perfect time to shake things up. Our primary goal was to increase engagement among our inactive audience. In order to grab their attention (or the lack thereof), we needed to surprise them—break through the noise—while still maintaining our brand voice and values. It was time to flip the script on our brand slogan and playfully shift from “Every body moving” to everybody quitting.
2024 is for quitters
Come join the club.
The challenges:
Audience: An inactive audience can be tough to reengage—especially when your product asks them to work through physical pain. It can be difficult to generate excitement around exercise, so we knew we had a pretty steep hill in front of us.
Timeline: Two weeks to develop a campaign theme, present to stakeholders for approval, analyze user research, write copy for 15 deliverables across 6 channels (email, product, web, social, SMS, and push), address stakeholder revisions, and finalize.
Buy in: I knew immediately that the quitters theme would likely come up against some hesitation. This was the most “irreverent” our brand had been so far—getting the necessary buy in across all teams and stakeholders was going to require a bit of convincing, but I believed in this theme and stuck with it.
The results:
With the steadfast support of my creative team and directors, I was able to present a winning case for this new direction, leveraging user data, conversion principles, and my creative expertise. Despite much trepidation, the team decided to trust my vision and take the risk. And it paid off. The campaign was a major success and exceeded our goals.
30K
members signed up
for the challenge
683%
increase in inactive
member signups
157%
increase in active
member signups
