150%
Increase in App Downloads
10M
App Engagement in the First Month
160M
PR Audience Reach
Helping launch the industry-first, digital wellness platform “Sincerely Health”
Discover the integrated marketing methods we used to successfully launch Sincerely Health, Albertsons Companies’ entry platform into digital wellbeing.
The Brief
Sincerely Health, a free digital health and wellness platform by Albertsons Companies, was created to promote healthy living by offering a comprehensive, user-friendly guide to well-being. A new app to the market, it made it easy for their customers to improve their wellbeing while earning grocery discounts and deals. Once launched, the platform was available across all 36
The challenge was to launch the platform at a pivotal time in the company’s public viewing; on the heels of a company merger. They sought TOP’s expertise for the national launch to enhance user engagement and motivation, leaving the strategies up to us, but with a preference towards national coverage and regions in which they had banner stores.
The Execution
In addition to the launch parameters and stringent language and brand compliance set forth by Albertsons, the launch itself was not an app, but a functional platform embedded within each of the brands under Albertsons Companies’ umbrella. We needed to craft a punchy marketing strategy that worked across the pre-identified pillars of the app: a generative, unique health score; setting goals for mental and physical well being, milestones; rewards; pharmacy and tele-health. The multifaceted strategy centered around the user experience and incentivization within each pillar.
Albertsons had done extensive focus group research to develop the platform, allowing TOP to leverage a strong data leadership program to pitch to national print, digital, and broadcast media. After the launch, we encouraged them to lean on partnerships, such as an Apple Watch giveaway. To add time-sensitive reasons to act, a new pop-culture holiday was created: Reward Yourself Day. A center milestone to the campaign, we utilized NatsionalToday.com’s dedicated audience to become ambassadors of the message.
Holistically, the launch was applauded, with an evergreen marketing strategy that followed.
The Result
The campaign resulted in a significant increase in user engagement, with a 50% rise in active users, and over 10 million healthy points earned within the first month (surpassing the KPI).. More than 1,500 positive testimonials highlighted the platform’s effectiveness in promoting healthy habits and providing valuable rewards, a 10% increase over Albertson’s hypothesis. Reward Yourself Day had 465,000 impressions and an email open rate of 20%, with more than 300,000 delivered to active subscribers.
With weekly media pitching, Sincerely Health was covered in Entrepreneur, Forbes, Health News, and more. Coverage stretched across lifestyle, tech, news, entertainment, health, and trade publications.
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