eddii
eddii is an exciting start-up that aims to make a difference, using characters and storytelling to help children manage their chronic conditions - starting with type-1 diabetes.
eddii brought me on for one year to help them establish a creative brand, marketing presence and initial customer base. I achieved many proud milestones in my first Creative Director role, using interactive fun, humour, and storytelling to help children in the USA learn about and manage their type-1 diabetes.
Here are the highlights:
Developing and art directing the app.
Key app contributions:
Implementing a consistent art direction across the app.
Writing the app/character language including the notifications that eddii-users considered their favourite feature, instrumental in user retention, and therefore a significant contribution to more time in range.
Months 1-5:
Developed the eddii-brand on multiple fronts, from producing and implementing brand guidelines and TOV to overseeing all copy and art direction for the app, characters, and marketing.
Developed a go-to-market strategy from launch to growth for eddii’s clinical and non-clinical components.
Developed a 1-year marketing plan for different audiences across the entire marketing funnel from acquisition, consideration, and conversion.
Established a product pre-launch waitlist exceeding 20,000 sign-ups across 5 months through multi-channel marketing campaigns.
National press and global brands recognised and shared eddii.
Developing and executing influencer strategies, newsletter campaigns, and in-person events to increase product awareness and drive uptake.
Brand strategy examples
Tone of Voice examples
Logo creation
Examples of awareness phase content: Conversation-generating ads across social media platforms - Lead-generation ads - Social media partnerships with influencers and bigger brands - Email marketing and email/newsletter features with brands in the same space.
Examples of consideration phase content: Retargeting ads - Testimonials - Marketing highlighting key benefits/features of the app - Email marketing collaboration with brands in the same space.
Months 6-12
Creating marketing assets to support partnerships with fortune 500 companies, such as Dexcom.
Reducing initial user acquisition costs by 4.5x
Boosting user engagement, subscriber conversion, and retention by over 1.5x through development of in-app copy, creative assets, and collaboration with product teams.
As of month 12, innovative marketing and creative strategies built a community from 0 to 55,000+ users, care providers, and other key stakeholders.
Examples of conversion phase content: Retargeting ads - Marketing offering deals and discounts - Lead-generation ads advertising new features coming soon - Email marketing collaboration with brands/influencers in the same space.
