Hillrom, most known in the hospital space for smart beds, historically, went to market through a siloed business model — separate brands supported by separate marketing teams. With support from Springbox, the reimagined Hillrom brand centralized marketing around five focus areas and stood up campaigns to drive demand.
OVERARCHING CREATIVE VISION
We started the process by developing an overarching creative vision that integrated the corporate branding into digital campaign expression.
CONTENT CREATION AND AD DEVELOPMENT
Using the overarching campaign concept, we developed an eBook, infographic and video to promote the business units. From there we developed the display and social ads that drove to those content pieces.
BRAND CAMPAIGN AND UPDATED LANDING PAGE
Based on the success of the individual product line sprints, we were asked to develop a unifying brand campaign and landing page that showed the diversity of products, teams, and care settings.
The creative was developed in a way that was timely and addressed immediate topics related to the emergence of COVID-19 while also being timeless and relevant to solve ongoing healthcare issues.
As the creative lead on the project I partnered with the client and strategy lead to set a vision and then worked with internal teams to bring that vision to life through the assets. I was also responsible for content planning and UX on the brand campaign landing page.