As the lead for paid social at BrightHealth, I spearheaded strategies that were instrumental in launching a disruptive insurance brand. Our campaign, “Healthcare Happiness for All,” introduced the Brighty Bunch, a group of characters designed to break away from industry norms and connect with a broad, diverse audience. Through close collaboration with the creative team, we developed a cohesive visual and messaging strategy that amplified the impact of our paid social efforts across all platforms.