Better Health Starts Here

This work was completed with the team at One Medical in San Francisco, California and HUE+CRY in Richmond, Virginia.

Despite achieving our annual targeted brand interest and click-through rates, our team noticed a significant drop-off in audience engagement midway through the One Medical marketing funnel.

Our goal was to address this gap by crafting compelling ads tailored specifically to the mid-funnel audience. These ads needed to effectively illustrate the practical and emotional advantages of One Medical's services, educate and retain attention, and guide potential customers further into the marketing funnel.

Working closely with our Product and Engagement Marketing Managers, we developed storyboards and a script, strategically emphasizing the value of a One Medical membership. We researched illustrators and explored style frames to explain our complex service model in a visually appealing and easily digestible manner, making it engaging for the audience. Recognizing the powerful storytelling capacity of illustrations, we curated a diverse and relatable cast of characters to foster a deeper connection to the narrative, especially for our mid-funnel audience. Our collaborative efforts extended to working with voiceover artists and testing music tracks to find the perfect cheerful beat that complemented the visual and narrative elements.

The ads — which were segmented into 6-second, 15-second, and 30-second durations — were strategically deployed across paid social and connected TV platforms. There was a notable improvement in audience retention and progression through the funnel. The 30-second spots in particular emerged as top performers, driving positive outcomes across all KPIs. The 6-second and 15-second ads achieved nearly identical boosts in both brand preference (+8% and +9%) and conversion rates (+3% and +4%) for the engaged mid-funnel audience.