With the introduction of the Affordable Care Act, Kaiser Permanente(KP) found itself marketing directly to consumers more than ever before. This meant they had to pay close attention to how they connected with people across all platforms, including social media.
They needed to discover: What did KP care about that consumers also care about? What could KP say or do that prompts a relatable reaction?
Our first step: develop a shared purpose that showcases the humanity of KP. Enter KP’s “Thrive.” This represented the company’s desire to help their audience “Thrive,” and they could fulfill on that promise through a campaign that included wellness tips, health inspiration, fitness ideas, and eating right.
The Random Acts of Health video series, which was shared across social streams, was another output of this solution. Random Acts of Health hooked consumers into an end-to-end, broad and deep social media program – an umbrella concept connected to calendar-driven calls-to-action, real-life challenges, and celebrations of health. This series was featured in English and Spanish, and customized to multiple regions throughout the United States.