DHF Rate Rise 26 GTM Campaign

I played a lead creative role in shaping the Rate Rise campaign for a national health insurer, developed to respond to a highly competitive and price-sensitive market moment. What began as a brand repositioning initiative evolved into a high-urgency “hurry” phase, designed to drive immediate action while reinforcing long-term brand credibility.

My contributions
- Led the creative direction and repositioning of the campaign, aligning brand expression with marketing and commercial objectives
- Directed a small team to deliver high-impact assets across YouTube, Meta, Google, OOH, and specialist publications
- Oversaw rapid creative iteration and scaled asset production during the “hurry” phase to maintain momentum and relevance

Challenges
- Shifting perception of a creatively constrained brand while working within established guidelines
- Responding quickly to market conditions and competitive pressures during the rate rise period
- Delivering high-volume creative updates within tight budget and timeline constraints

Outcomes
- Achieved a 15% lift in engagement across digital channels
- Drove a 20% increase in acquisitions during the campaign period
- Strengthened the brand’s market presence during a sensitive pricing moment

Services
Art Direction, Digital Design, Print, OOH, Social, Email