We launched the MyLife app, developed by Irish Life, to increase overall health literacy amongst Irish consumers, encouraging people to take ownership of their health and wellness.
We developed an integrated campaign based on smart placement of materials, video content, and engaging and immersive activations, driving national conversations whilst delivering shareable content for Irish Life. This was a strong influencer led campaign on social media with a bespoke launch event designed to position the app as the must-have download.
Within 4 weeks of launch, there were 30,000 app downloads and we succeeded in securing 45 earned media print articles immediately following the launch event. Media encompassed a strong mix of print, online and social media.