Keeping a healthy 2.5 million users active with an always-on content strategy

The problem

Vitality is an insurer with a difference. It rewards members for being healthy, as well as protecting them when things go wrong. To promote this unique offering, it wanted to be different. It wanted to have a continuous dialogue with its community as well growing it by attracting new members. In a category that carries a negative reputation when it comes to rewarding loyalty, how could Vitality matter beyond rates and renewals?

The solution

Life’s Better With MORE Vitality

We helped develop and activate its ‘Life’s Better with Vitality’ communications platform through a data and insight driven content programme. As well as creating a biannual, premium member magazine, we created an always-on social strategy with a unique, dynamic newsroom approach. This allows us to efficiently create editorial features with journalistic excellence that cover and break the latest news and trends in health, fitness and nutrition. 

Our influencer campaigns feature YouTubers, word-class athletes as well as Vitality members ensuring we show the genuine and personal stories of the brand. Our integrated approach has allowed Vitality to take the conversation beyond insurance and allowed them to become a driving force in helping people everywhere live a better life.

The results

Our content helps educate, support and inspire as well as deliver measurable results for both members and the brand. In our yearly member survey, 77% of respondents said they logged on to the Vitality Member Zone as a result of engaging with our social content creation and promotion. Our monthly BAU campaigns generate continuing channel engagement, notably, we reached an audience of more than 5.5 million with our Women in Sport campaign and drove more than 6,500 meaningful engagements.

Why it matters

Supporting Vitality in its mission to make people healthier and to enhance and protect their lives.

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