The Bupa One Resolution campaign encouraged prospects to focus on one goal, instead of many, in order to create a successful new year’s resolution.
Bupa wanted to position the brand as a health partner by providing support via social media and content that educates the audience. Fluency was asked to design and develop a website that was engaging, social and educational.
Using a one page design showcased each of the campaign components with a clear call to action.
The webpage integrated user generated Social Media content, this strategy helped to grow Bupa’s Facebook likes by 10% over the campaign period and gave Bupa an onsite destination to drive prospects who are in the awareness phase of the purchase funnel.
Detailed wireframes were initially created to illustrate content flow and identify key messaging, content requirements and functional specifications.
A third party plugin was customised to aggregate user generated content from Twitter, Facebook and Instagram built around the hashtag #1resolution.
To bring added value, Bupa provided a health and wellbeing section. Filtering functionality was added to help the user find content relevant to their goals and interests.
The campaign and user experience of the website was a huge success, thousands of people shared their posts and tweets.
We approached Fluency three weeks before Christmas with the near impossible task of creating a campaign website in two weeks. Marty came along to our brainstorming sessions and provided his creative input, while taking our brand guidelines into account. Once the design was approved Marty and the team were accommodating to last minute changes and delivered the site three days before deadline. We will continue to use Fluency in the future for fresh ideas and quick turnaround.
Digital Engagement & Social Media Specialist
Bupa Australia
