SUNBEAM: CONTENT STRATEGY & SITE REFRESH
Our clients came to us with a toughie: get people who suffer from chronic pain to consider purchasing a heating pad. The tricky part is that these folks are on a regimen of prescription-grade meds and physical therapy, and wouldn't view heat as a strong enough source of relief.
As the ACD, I spearheaded the ideation and brainstorming, as well as lent my strategic expertise, to shape this concept—working alongside a social media manager, account planner and art director, as well as a production team on set and a multiple-location dev team to build out the digital experience.
We landed on the idea of "the original pain reliever," and brought it to life by illustrating how heat has been used for relief throughout history. After a lengthy shoot, we added our video to the Sunbeam site, along with a diagnostic tool that helped users select the product that would best assist in relieving their specific pain type.
Influencers drove 22K engagements, half of which clicked through to our site experience to learn more. In addition, our Shopkick activation educated shoppers in-store with the video and a detailed lookbook, driving over 9K purchases.