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Optum Store:
Growth Marketing
The goal was to create cohesive and engaging marketing materials for the Optum Store across social, digital, and print platforms while staying true to the brand's identity. I analyzed brand guidelines and healthcare marketing trends, incorporating insights from A/B testing to refine designs.
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Results showed that graphics with subtle animations outperformed static ads by 30%, while simple messaging and consistent visuals boosted brand recognition and trust.
Billboards in high-traffic areas captured the audience’s attention and sparked interest, while direct mail and brochures offered more detailed information to deepen engagement. Together, this approach boosted awareness, attracted leads, and successfully converted interest into action.
Overview:
Optum, Inc. is an American healthcare services provider with business interests encompassing technology and related services, pharmacy care services and various direct healthcare services.
My Role:
I worked closely with the creative director to design and animate various social media graphics, digital ads and print materials for marketing. Also storyboarded and animated weekly graphics for various social media platforms, designed evergreen modules for digital advertisements and e-newsletters, and created direct mailers, sell sheets, and other printed materials.
Outcome:
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25% increase in social engagement due to A/B-tested animated posts.
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Improved email click-through rates by 15% with redesigned e-newsletter modules.
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Higher retention and conversion rates attributed to optimized ad formats.
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Enhanced brand recognition through consistent visuals across platforms.
Credits:
PH Oster, Alexis Lira, Sanchez Stanfield, Ryan Hamsher
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