NZ Health Group

Project Overview

NZ Health Group brought Fastlane in to support a large, complex portfolio of brands with a relatively lean internal team. The work needed extra hands, but not generic support. It needed someone who could move across multiple brands quickly, understand different audiences and tones of voice, and help keep content, campaigns, and reporting moving without adding more friction.

Challenge

This was high-volume content and campaign support across 23 brands, where the challenge was not just output. It was keeping the work distinct, relevant, and effective across very different audiences across homecare, mental health, disability, products and fintech.

With 23 brands and a small team, there was constant pressure to keep content moving while adapting to different brand voices, different stakeholder groups, and different campaign priorities. The work could not feel templated or repetitive. Each brand needed to sound right, show up clearly, and stay relevant in market.

There was also the practical challenge of concepting at volume. Social calendars, ad creative, launch support, sponsorship activity, and new initiatives all needed ideas, copy, and direction that could flex across channels such as LinkedIn and Meta without becoming same-same.

On the paid side, the challenge was making limited budgets work harder. Audience targeting needed regular review and optimisation so spend reached the right people rather than disappearing into broad, inefficient delivery.

Solution

The scope covered organic social, paid ad writing, reporting, campaign support, and calendar planning across a range of brands and initiatives, including Private Care NZ, Geneva Wellbeing, Geneva Healthcare, Healthcare New Zealand, and My Funding My Way.
The scope included:

• Organic social content writing across multiple brands
• Paid social ad writing and creative concepts
• Working alongside the designer & team to shape content direction
• Reporting across all brands to track uplift and performance
• Support with launch calendars, sponsorship activity, and new initiatives
• Development of content calendars across multiple brands and tones of voice
• High-volume concepting for different formats, channels, and audiences
• Audience review and optimisation across paid activity with limited budgets

Results

Since May, the work has helped improve visibility, engagement, and traffic across both LinkedIn and Meta.

LinkedIn results, period on period across 2025 quarters:
Impressions up 466%
Clicks up 501%
Reactions up 463%
Engagement rate up 33%
Page visits up overall

Meta results:
Reach up 149%
Clicks up 41%
Content interactions up 226%
Page visits up 20%

What I liked about this project is the working for a company that supports New Zealanders and their whanaus to live well, and access services that support their quality of life and mental health. It is incredibly rewarding to represent these brands and the projects they get behind such as NZ Wheelchair Rugby, Girls Flight Out - a documentary that helps women access breast screening, flying them from the remote Chatham Islands to a healthcare facility, their Explore Wellbeing partnership with MBIE offering a free mental health course, and more.

‍