Case Study: Bupa repositions as a health brand with PrettyGreen

Bupa repositions as a health brand with PrettyGreen and drives 69% share of voice

Bupa, a leading global healthcare brand, sought to reposition itself from being seen primarily as a health insurer to being recognized as a comprehensive health brand. Their challenge was to amplify this new positioning and cut through the noise as the Official Healthcare Provider to the National Paralympics Associations ahead of the 2024 Paris Games. To address this, they partnered with the vendor PrettyGreen for a PR and experiential marketing initiative.

PrettyGreen created the "Picture of Health" campaign, a photo-led PR stunt in partnership with photographer Annie Leibovitz. The solution involved creating portraits of Para athletes that were launched across social media, an outdoor gallery in London, and global media outlets, inviting audience participation. This campaign successfully repositioned Bupa, generating a 69% share of voice in earned media, a 17% year-on-year increase in share of voice versus competitors, and over 500 pieces of worldwide editorial coverage.

Bupa