My team just launched a content campaign called Better Eating, Better Health. The overall goal of the campaign is to continue to raise positive brand awareness for Blue Cross NC. The campaign informs people about the health benefits of Nutrition Counseling, lets them know it's covered by Blue Cross NC plans, and helps them find a nearby Nutritionist. My role is overall editor and lead writer.
We worked with the popular star of the PBS show A Chef's Life, Kinston-based Chef Vivian Howard, teaming her with Nutritionist Tracy Owens. Elements include a microsite hub — BlueCrossNC.com/Nutrition — with informative articles, blog posts, and videos. We use social media and eNewsletters to drive people to the site, and encourage repeat traffic over a period of several months.
Social tactics include Instagram swipe-ups with short videos of Vivian, and placing exclusive recipes on Pinterest. Before launch, we worked to grow our list of eNews subscribers by hosting a sweepstakes contest on Facebook to attract Vivian's fans:
The Facebook contest garnered thousands of entries and new email addresses in its first few days. Here's a sample of eNews content we pushed:
Video plays an important part of the campaign. Here are some of the :15 "Snackable" pieces of content that appear as YouTube pre-roll:
Here's another "ingredient swap" video featuring Vivian's dad, John Howard. He's got a touch of "the sugar" - diabetes - so Vivian has altered his favorite dish, spaghetti, and removed a lot of the carbs:
I interviewed Vivian for a "Faces of Fearless" story that's part of Blue Cross' national Live Fearless campaign. I take the interviewee's words and then edit into a first-person post. A bit of it is below; you can read her story at LiveFearlessNC.com.
Michael Berliner is a copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill). Get in touch with Michael