Arthr | Launch Campaign
Consultant/producer/editor
In 2018 I created a film to support a business case for Versus Arthritis and Good Innovation, as part of the creation of a new social enterprise. Two years later, Arthr was born.
I was delighted at the opportunity to create a launch strategy for video content for the organisation. Being in the midst of the first national lockdown in 2020 gave us a unique challenge - we were not able to shoot new material. I put together a plan for how to best creatively utilise the pre-existing footage available from our earlier business case film, using the well-tested ‘hero, hub, hygiene’ model.
“Cat is fantastic to work with. She understands the brief and importantly the business as a whole. What's more Cat takes the time to consider the context of the brief,
strategically and creatively in which to maximise the output of the video content in question.
Cat is flexible, responsive, and transparent and I've felt confident throughout the whole process and pleased with the results.
The project helped us launch our brand with the emotive and powerful content we needed.”
Harry Fleet, Marketing Manager, Arthr
Hero content: We are Arthr brand teasers
I developed a suite of short brand teasers for Arthr, that were created in a range of formats for use across social channels. With multiple target audiences in mind, the teasers were designed to be relatable and about people’s lives rather than about arthritis as a condition.
They featured real testimony from people living with arthritis, health experts, and the partner charity Versus Arthritis. By contrasting real experiences with brand statements the films were able to communicate Arthr’s ethos succinctly, while also creating intrigue to drive engagement.
Hub content:
I created a format for a branded mini series called ‘Behind…[product name]’ which showcased the products from a range of perspectives including a relevant health expert, the product designer, and a previous customer.
Arthr knew that these perspectives give credibility and are important drivers of consideration for prospective customers. The series also provided a flexible and ‘chunkable’ format that could be built upon to become recognisable and was easy to navigate by prospective customers of Arthr.
Hygiene content:
This film was designed to highlight the collaborative nature of Arthr’s approach - involvement of people living with arthritis at all stages of product design. This reinforces brand credibility and trust by showing behind the scenes of the product design process.