It’s important to have a pillar of support in times of health uncertainties. Our primary goal for this campaign was to showcase the impact of our Health Navigator benefit through the lens of one of our own employees, Joyce – to help her find a second opinion that changed the trajectory of her daughter’s complex diagnosis.
By sharing Joyce's journey, our goal was to humanize our skilled team of Health Navigator experts, who excel in navigating individuals through the complexities various health conditions within the healthcare system. Through this initiative, we hoped to convey that rather than being just an insurance provider, Sun Life truly cares and aims to ensure that every individual receives the best care possible. Our objective was not just to provide information, but to showcase vulnerability and emotion, reinforcing our standing in improving health access for all.
In order to bring our project to life, we aimed to highlight the value of Sun Life's Health Navigator benefit through Joyce’s story. Our plan of action involved creating a video testimonial through our Multimedia team, and a social media campaign to follow that utilized a member story to humanize the brand and demonstrate the impact of Sun Life's products. Joyce's experience and vulnerability in sharing her story provided an emotional connection, showcasing the genuine benefits of our offerings.
By incorporating Joyce’s video testimonial along with engaging captions as well as graphics, we aimed to showcase her authentic experience. By sharing this on various platforms such as LinkedIn, YouTube, Instagram, and Facebook, we ensured a widespread reach for our campaign. With Joyce sharing her story in her own words, our audiences and fellow colleagues viewing the story would be able connect with her on a personal level. The campaign was designed to be relatable and authentic, focusing on real life challenges, health concerns and financial planning – by presenting information in a way that our audience could easily understand and empathize with.
The primary challenge we faced was finding the right balance between sharing enough detail to make the message compelling while avoiding overwhelming the audience with industry-specific jargon. We addressed this by focusing on the relatable aspects of Joyce's story, emphasizing emotions and practical benefits over technicalities.
A unique aspect of this campaign was the personal touch captured in Joyce’s testimonial. By sharing the story of a real Sun Life employee, we demonstrated a commitment to our products that goes beyond marketing. It serves as a reminder that everyone faces challenges, but with Sun Life's Health Navigator, they can confidently navigate through life's uncertainties.
Joyce's heartfelt testimonial resonated not only with our audience, but our fellow Sun Life colleagues. The authenticity of her testimony reinforced the credibility of our product – also creating more awareness around Health Navigator.
Taking the campaign a step further, we incorporated Joyce's testimonial into a live town hall meeting at Sun Life, providing a platform for her to discuss the benefits firsthand. The engagement was beyond expectations, with hundreds of comments from employees actively participating and expressing interest in Health Navigator.
Our series of videos featuring Joyce’s journey on our various social media platforms, garnered the following results:
As part of our #TeamSunLifeUS Social Selling and Social Media Ambassador program, where it was shared to social media by our employees, the series of shared videos reached a potential audience of over 180,000.
The ultimate measure of success lies in the real-life impact on our employees. Joyce's testimonial showcased how Sun Life's Health Navigator was there in a time of need. Seeing our employees' lives positively affected by this benefit reinforced the success of our campaign. Additionally, Joyce’s willingness to provide a public testimonial regarding this benefit added is truly appreciated.
