Before this brand campaign, GoodRx's approach to testimonials featured savings-focused, studio-shot interviews in black and white. Tasked with creating a storytelling platform that brought GoodRx’s impact to life, our team worked to tell the human stories behind the savings.

 

In collaboration with my copywriting partner, Jessica McEwan, I pitched platform ideas, crafted mood boards, reviewed casting tapes, briefed creative partners and provided on-set direction. In post-production, I storyboarded our mixed media asset, reviewed broadcast cuts from our editor and designed all static and digital assets. It's a privilege to touch every stage of an integrated campaign's development, and our months of work paid off.

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Quantitatively, the campaign achieved its objective of improved brand sentiment, outperforming competitive sets for positive emotional response and yielding significant improvement to brand recognition over previous GoodRx commercials. Moreover, it created a scaleable framework that our social team uses to this day.

 

For more, explore GoodRx's "Good Stories" series.