By Deutsch LA
Anthem Blue Cross and Blue Shield, the #1 health insurance carrier, wanted to engage people with their brand. Success would be demonstrated through a lift in brand engagement and funnel metrics. Our approach was a new take on health and wellness: if people wouldn\\\\'t get healthy for themselves, would they do it for those they care about? Our big idea: your health has an influence on the health of those around you. Our campaign drove a 10-point lift in Familiarity and Purchase Intent while exceeding microsite visits and engagement goals.
People don't like insurance. It's complicated. It's frustrating. It's not a category with social currency. As a result, most people don't know much about health insurance companies beyond negative information they get from friends and the media.
And negativity was intensifying in late 2008. Skyrocketing health care costs and widespread mistrust of the health insurance industry was intensified by the health care reform debate. Faced with rising costs and economic realities, picking a health insurance company was increasingly all about price.
Anthem's Blue Cross and Blue Shield heritage made them a well known and somewhat trusted entity. However, that heritage came with a price. They were most often the more expensive option in their markets.
Given the current environment, Anthem wanted to see if advertising could help overcome price and have a positive impact on their business. A test market plan was developed and criteria established for a full rollout given achievement of specific brand and communication objectives during the pilot period.
The Big Idea
Your health has an influence on the heath of those around you.
Obesity. Stress. Smoking. Americans are getting unhealthier each year. And these unhealthy behaviors lead to even more serious problems like diabetes and heart disease. Not only is this bad for people, it also drives up the cost of health care and puts an enormous strain on the whole system. Sadly, this trend is occurring despite increased awareness of our unhealthy lifestyles.
And though most health care companies have health and wellness programs that try to counteract this trend, participation remains low. As one employer we interviewed put it, "It's always the same 30% of my employees who participate in the wellness programs."
As we considered different strategies to increase health engagement, one of our team members, who had recently begun training for a marathon, noticed that all of a sudden, her husband wanted to start running too. Could the health of one person influence the health of another? Then we discovered a medical study that showed health does indeed have a social influence component. Medical and social researchers Christakis (Harvard) and Fowler (UC San Diego) found that your spouse is 67% more likely to quit smoking if you do. And you're 57% more likely to become obese if your friend does.
These insights were the foundation of our big idea: your health has an impact, positive or negative on the health of the people you care about: family, friends, neighbors, and even co-workers. If people aren't motivated to get healthier for their own benefit, maybe they'll do it for those they care about.
But we wanted to do more than make people aware of their health influence. We wanted them to engage with this idea and share it with others. Enter the Health Footprint: a measure of your positive health influence. It's like a carbon footprint, except that a bigger Health Footprint score is better. Your Health Footprint score was a composite of your overall health and your level of social influence you would have if you were to make changes for the better.
We would develop a campaign that made people aware of the health influence factor, introduce the Health Footprint and give them a place to not only learn what their Health Footprint score but share it with the people in their lives.
Bringing the Idea to Life
Television: We used television to deliver the idea to as wide an audience as possible and with the greatest emotional impact. The launch spot introduced the idea in a heroic setting. Two additional spots were quiet, human vignettes designed to draw our audience into the idea that even small behaviors have an impact. The end of each spot introduced the Health Footprint and encouraged people to visit our microsite to learn what their Health Footprint score was.
Print: Like television, print would help introduce the campaign and the Health Footprint. Print made use of unique photography that represented the idea of health influence in bright, welcoming imagery. Like television, print also encouraged people to visit our microsite to learn what their Health Footprint score was.
Outdoor: Working with the same imagery as the print, outdoor expanded our reach and also introduced the Health Footprint here and drove to a microsite.
Microsite: Home of the Health Footprint Calculator, the microsite was the payoff to the campaign idea. Here, visitors would answer a series of questions about their own health and their social influence. Answers were fed into an algorithm that would produce one's Health Footprint score. Visitors were then encouraged to share their Health Footprint score with others on Facebook. Visitors could also choose from one of three buttons that had their Health Footprint score. They could post these badges to their Facebook pages and challenge their friends to find out their own scores too.
Trainer Bob: We also leveraged some celebrity star power with Bob Harper, better known as Trainer Bob from NBC's "The Biggest Loser." As a personal motivation coach on a TV show that was about improving one's health, we felt Trainer Bob was a natural brand fit who put an approachable, populist face on our idea. And though we were not using Trainer Bob as the central driver of the campaign, he would be useful in driving additional interest.
Facebook: The idea of the social component of health influence was perfectly suited to Facebook. We recreated the Health Footprint calculator as a Facebook app so people could calculate their Health Footprint score directly from Facebook. Just as on the microsite, visitors were then encouraged to share their Health Footprint score with others on Facebook. Visitors could also select one of three Health Footprint score buttons and share them with others.
Twitter: To keep people engaged with their Health Footprint and our brand after they had calculated their Health Footprint Score, we encouraged visitors to follow Trainer Bob on Twitter, where he would tweet about the Health Footprint score and health influence along with his other tweets.
YouTube: Display media, Facebook and Twitter would also drive people to our branded YouTube channel, where Trainer Bob would share more health tips and motivate people to get healthier.
- Exceeded brand engagement goals
- More than 79,000 visits to microsite
- 75% completion rate for Health Footprint Calculator starts
- Over 5x the number of Twitter followers than all competitors combined
source: Google Analytics
- Exceed key brand metrics goals (+10% goal)
- Familiarity: increase of 17% from pre-wave to Wave 1
- Purchase Intent: increase of 12% from pre-wave to Wave 1 (among people who saw two or more executions)
July 2009 to present
Overall Rating: (31 votes)