Sanitas Content Strategy & Creation

Timeline: 2023

​

For Sanitas’ fall campaign, I developed a content strategy aimed at communicating one key message to young adults: Sanitas offers the best price for their health insurance needs. The goal was to make the message feel relevant, trustworthy, and aligned with how young people actually consume content today.

​

Strategic Approach

To reach this demographic effectively, I created a strategy built around three distinct creative directions, each tailored to young adults’ media habits and values: authenticity, relatability, and social-first storytelling. I presented all three concepts to the client, showcasing how each idea could be activated across Instagram, TikTok, and paid social formats.

​

Creative Concepts

Two of the concepts were selected for execution, including:

​

1. Street-Style Interview Video

A dynamic, social-native street interview format designed to feel spontaneous, fresh, and genuinely reflective of young adult voices.

• We approached real young people to share candid opinions and experiences.

• The format was intentionally light, authentic, and TikTok-driven.

• Sanitas adapted this content for paid advertising, running it across their social channels to reach the younger demographic at scale.

• ​

2. Additional Social-First Creative

Alongside the interviews, I developed a second creative direction that supported the campaign’s message in a visually engaging, youthful tone — ensuring variety in content while keeping the communication clear and consistent.

​

Impact

The campaign successfully delivered Sanitas’ value proposition in a way that felt truly relevant to young adults. By combining authenticity with strategic targeting and platform-native execution, the content helped Sanitas strengthen awareness and credibility in a highly competitive market segment.