In 2022, the Live to the Beat campaign launched with the goal of helping Black adults age 35-54 prioritize their heart health by focusing on small steps, physically and mentally, and making it more attainable. While significant awareness was generated, the more challenging task was moving the target audience into real, sustainable action.
In 2023, our audience research revealed that promoting education, access to resources, and small, actionable steps—like healthier eating and finding suitable exercises—could drive engagement and behavior change.
We developed three key story pillars—community, culture, and commitment—based on audience priorities. These pillars shaped our paid media strategy, targeting specific audience subsets with relatable, conversational messaging. This personalized approach boosted engagement with content and website resources by making users feel seen and understood.
To enhance relatability, we featured diverse voices, from Emmy-winning chef Marvin Woods to everyday individuals, sharing practical tips on topics like integrating exercise into busy schedules and raising disease awareness. This mix humanized the content and amplified reach through organic sharing.
Our efforts extended beyond paid media with a dynamic organic strategy that kept users engaged with familiar LTTB content across platforms. Real-time audience monitoring guided ongoing optimizations, creating a surround-sound approach that fostered deeper connections and sustained engagement.
Outside of engaging during American Heart Month activations in 2023 and 2024, I created monthly content calendars, drove digital campaigns and developed creative assets for "Live to the Beat" social media channels (Facebook and Instagram). Additionally, I led daily community management and monthly metrics reports on organic content performance.
