Problem:
A new digital wellness app was being introduced by a Canadian group benefits provider. The challenge was to stand out in a crowded market, create interest across both B2B and B2C audiences, and support the company’s broader strategy to encourage healthy behaviour change.
Solution:
Gregory led the go-to-market strategy, managing a nine-person team through campaign planning, content development, and multi-channel execution. The campaign targeted brokers, employers, and plan members with tailored messaging, video storytelling, social content, and national media outreach. The story focused on real people, achievable habits, and the science behind sustained behaviour change.
Results:
The launch earned coverage in 35 national publications and helped the provider become the top-ranked industry voice for workplace wellness on Canadian social media—generating more than 7 million impressions. The campaign sparked client interest, opened new sales conversations, and positioned the brand as a leading voice in the wellness space.
