War On Cancer
The Challenge:
Upon joining War On Cancer, a social network app dedicated to connecting anyone living with and beyond cancer, Emma faced the critical task of redefining and clearly communicating the company’s message and business objectives. Her overarching goal as Chief Marketing Officer was to not only elevate the brand profile but also drive increased app downloads, enhance user retention, and expand into new global markets. Addressing creative obstacles and refining the overall reputation of the company were essential components of the challenge.
The Strategy:
Overseeing a formidable team of experts and agency partners, Emma played a pivotal role as the key visionary driving this multifaceted project. She led a transformative rebranding effort that included a company-wide naming workshop, resulting in the inception of ‘HeyHealix’. The comprehensive marketing strategy sought to humanise and democratise cancer, strategically aligning with market trends to maintain a competitive edge.
This rebrand wasn’t a standalone endeavour; rather, it was seamlessly integrated into a comprehensive multi-channel marketing strategy, optimising War On Cancer’s digital presence. This included the development of a new website, iOS and Android apps, social media initiatives, and targeted paid advertising campaigns. Furthermore, every aspect of the marketing collateral, from internal documents to partner presentations, underwent a thorough overhaul to ensure alignment with the refreshed brand.
While Emma spearheaded innovation, her vision thrived through collaborative efforts across disciplines, engaging the C-suite, RnD, product designers, and the design director. This collective approach ensured a harmonious blend of creativity and strategic acumen, resulting in the successful evolution of War On Cancer’s brand and digital footprint.
The Results:
The mobile app community expanded fivefold to reach 60,000 users within the first year
Record sign-ups soared by an impressive 500%
A solid retention rate of 52% showcased sustained user engagement
A remarkable decrease of 220% in the cost per sign-up demonstrated the efficiency of the strategies implemented
The campaigns were optimised for English-speaking countries, with 26% representation in the US and 25% in the UK market
This transformative journey not only reshaped the brand but also significantly contributed to the growth and impact of War On Cancer in the health tech sector.
Project Testimonial
“Working alongside Emma during the rebranding effort at War On Cancer was truly a collaborative and transformative experience. Faced with creative obstacles, Emma demonstrated exceptional strategic thinking and leadership. As a Brand & Innovation Strategist at Bellbird, our objective was to evolve War On Cancer’s brand to align with changing values and support its global expansion. The end-to-end overhaul, from brand and visual identity to website design and development, showcased Emma’s commitment to detail and excellence. The collaborative process involved cross-disciplinary teamwork, ensuring alignment with the C-suite, R&D, product designers, and design director. Despite the unfortunate funding challenges that followed, Emma’s vision and execution left an indelible mark on War On Cancer’s journey.”
Magnus Kähler
Brand & Innovation Strategist, Bellbird