Condé Nast
Condé Nast Self: Where Health & Lifestyle Meet
Self has evolved from the type of outlet that covers celebrity haircuts into a serious online health resource.
Judges applauded the overall transformation, as well as specific video and social media content. One judge appreciated that the brand has become more credible and clinically focused without diminishing the relatability, approachability, and timeliness of its content.
“The brand provides very real, authentic, and emotionally resonant content,” noted a second judge.
Outstanding content examples include the original video series Body Stories and Patient to Patient. The former focuses on real women and celebrities talking about their bodies and health conditions, such as type 2 diabetes. Patient to Patient features two strangers with the same condition interviewing each other about their experiences.
As of awards submission time, Body Stories had garnered more than 35 million views, and all new videos from Self reportedly amassed more than 61 million views in Q1 2018 alone.
The magazine reaches an audience of 4 million across major social media platforms. A highlight for judges was that
Self’s unique monthly visitors on Snapchat increased from 8 million to 10 million at a time when the platform’s redesign hurt many other publishers and brands.
Other impressive results include a 61% jump in revenue and year-over-year gains in health content traffic (62%) and overall site traffic (37%). “I like that Self is redefining what it means to be my best self with more medically relevant content delivered in a more unique way,” said a third judge.
Finalists
Condé Nast
Condé Nast Self: Where Health & Lifestyle Meet
Healthline
Healthline: Real Health, Real Human (and Real Reach)
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
