Instagram content project developed for Célebre Corretora, a brand specializing in corporate health plans. The proposal was to create a visual and strategic communication that connected corporate health, employee care, and business growth, positioning the health plan as a relevant benefit for companies that want to value and retain their teams.
DESIGN
SOCIAL MEDIA
BRAZIL
Problem
Célebre needed to communicate its solution more clearly to businesses, avoiding a purely commercial or generic approach to health insurance. The challenge was to transform the topic of "corporate health insurance" into a narrative closer to the B2B audience, showing that caring for employees' health also impacts company culture, productivity, retention, and value perception.
Solution
I developed a series of posts designed around the stages of the content funnel: attraction, consideration, and conversion. The strategy combined educational, institutional, and sales messaging to guide the audience from identifying a real workplace pain point to contacting a specialist at the brokerage. The creative direction utilized a clean, professional, and welcoming visual language, with a palette aligned with the brand identity, humanizing imagery, and calls to action that reinforce trust, care, and expert guidance.
Top of Funnel — Awareness Topic: Burnout syndrome in the corporate environment Objective: Generate identification with a real pain point of companies and start a conversation about mental health at work. Strategic function: Attract the attention of managers and business owners through educational content, positioning Célebre as a brand that informs and guides, not just sells. Middle of Funnel — Consideration Topic: Caring for the team's health is caring for the company Objective: Strengthen the perception of value of the health plan as a corporate benefit. Strategic function: Connect employee care with important topics for businesses, such as team appreciation, organizational culture, and sustainable growth. Bottom of Funnel — Conversion Topic: Corporate health plan with specialized guidance Objective: Encourage interested companies to speak with a specialist. Strategic function: Reduce the complexity of choosing a corporate plan and direct the audience toward a clear action: requesting assistance or a quote.
