ORGANIZATION
International WELL Building Institute (IWBI)
SOLUTIONS
Brand strategy, content strategy, advertising
Refreshing a brand-critical product for a life beyond the pandemic
First marketed at the beginning of the coronavirus lockdown, advertising campaigns for the WELL Health-Safety Rating had focused heavily on disease prevention. Pandemic fatigue put this tactic at risk, so I developed a content and advertising strategy to reposition it as a solution for businesses seeking to encourage a return to the office. By helping HR and C-suite executives rethink the future of work, I put the product on a solid financial footing.
Research and feedback suggested we should scale back depictions of personal protective equipment. By highlighting the productivity benefits of office-based work, I shifted the narrative away from an almost singular focus on disease prevention.
Media coverage
I created an earned media campaign that ran in print and digital versions of USA Today and The Economist. Together with long-form pieces hosted on gated in-house marketing pages, the campaign gave new life to this important product.
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