Overview
After rebranding to AXA Health, the company sought to establish itself as a leader in "Feelgood Health" with a brand ad featuring Jack Whitehall.
This move into wellness was new territory for the brand so to build credibility in the space, we were tasked with delivering a multi-year content strategy, that could deliver on the brave promises made in the TVC.
Comms Framework
Engage
Focus on a range of different activities, to appeal to our various audiences.
Inspire
Inspire people to try a Feelgood Health activity, with our hero content.
Prove the physiological and psychological benefits of taking a Feelgood Health approach.
Authenticate
Activate
Challenge people’s preconceptions about maintaining a healthy lifestyle.
The Feelgood Health Hub
We ensured all campaign traffic led to a personalised hub, where visitors selected a Feelgood Health persona matching their lifestyle and approach to exercise. This unlocking tailored content to support their Feelgood Health goals, connecting audiences with AXA Health and demonstrating true brand credibility.
This initiative is still going strong, with fresh content continuing to prove AXA Health’s credibility in wellbeing…
Feelgood Health Stories
We consciously avoided using health influencers, instead recruiting real-life “Experiencers” who embodied Feelgood Health. Over four films, we captured how enjoyable activities transformed their lives.
In a second phase, our Experiencers were paired with AXA experts, exploring the science behind their wellness journeys and offering viewers data-backed insights into Feelgood Health.
Mythbusters
To sustain engagement, we introduced the “Mythbusters” animation series, debunking health myths on topics from diet to mental health in a visually engaging, cost-effective format.
This series gathered momentum and to date, we have created 16 episodes on subjects from imposter syndrome to menopause, amassing over 1 million views.
Feelgood Health Hacks
In this series, our expert physiologist demonstrated practical health “hacks” through a daily routine, inspiring viewers to incorporate wellness into their lives. Utilising AXA’s refreshed illustration style these were brought to life with characterful animation, continuing the playful aesthetics of the campaign.
Feelgood Health goes B2B
A healthy team is a productive team. While decision-makers in target companies - SMEs to large corporates -were aware of the consumer campaign, our research showed they had distinct questions about Feelgood Health's business relevance.
We addressed this with high quality long-form debate content, with social ads pulling snippets to spark interest. Building on Jack Whitehall’s “forest bathing” ad, we created a “wellness workshop,” where businesspeople discussed wellness around boardroom tables set among trees and ferns. The three 15-minute debates covered a broad range of topics, each tailored to specific audiences.
B2B prospects could preview the episodes… but needed to sign up to email updates to unlock a toolkit with full episodes, survey templates, and motivational staff videos.
What our client thought
“Nonsense bring fresh, audience-centric ideas from strategy through to execution, collaborate with us on journey planning and often help us refine and interrogate our objectives to get to the heart of the challenge we’re looking to address.
Whether for creative strategy for brand awareness activity, or more tightly defined content creation, their insight-led approach has enabled campaigns that often exceed our KPIs and deliver engagement that we’re really proud of.”
Lucy Church, Comms & Campaign Lead, AXA Health
The Project in Numbers
200+ creative assets across YouTube, Instagram, TikTok, LinkedIn & CRM
11% engagement rate. More than double the sector norm.
x4 years of activity and counting