The Challenge

Reach Health-Seekers, Strategically

With the introduction of the Affordable Care Act, Kaiser Permanente (KP) found itself marketing more and more directly to consumers, rather than simply being assigned as plans offered through employers. This meant that the healthcare provider needed to pay more attention to how they connected with people across all platforms, including social media.

The incredibly successful and popular Thrive campaign on TV and radio had not yet made it to KP’s digital platforms. KP had launched the Thrive website, but there was no consumer facing content to go on it. As far as social media was concerned, Facebook was used by the Public Affairs department as a tool for public relations messaging and Twitter was used for customer care. Social channels weren’t yetseen as a platform to delight and inspire potential new customers. The company needed to shift.

Our Solution

A Consumer Campaign and Video Series with Heart

KP hired Redbird to help the company bring its brand campaign to life. By seeing Thrive as something beyond a buzzword, as something to be taught, lived and shared, we found ways for KP to use Thrive-inspired content to delight, inspire, and give value to customers as a first step in growing an engaged community. We developed cross-platform content around our shared purpose of Thriving.

The audience was so responsive to our audience co-creation strategy that we conceptualized a community-driven program called “Random Acts of Health.” Random Acts of Health hooked consumers in to an end-to-end, broad and deep “pay it forward” program – an umbrella concept connected to calendar-driven calls-toaction, real-life challenges, and celebrations of health.

The Results

Within 60 days, engagement with the Thrive Facebook page increased by 311% and the Random Acts of Health videos received the most views and engagement of anything KP had ever tried on Facebook. As promoted posts, they outperformed any other type of Facebook Ad KP had posted. They exceeded benchmarks by 22%, with an engagement rate of 3.73%, and cost per click came in 20% lower than expected.

Throughout the Random Acts of Health campaign, conducted in Spanish and English, and customized to multiple regions throughout the United States, we sourced content from the community, listened to the community, and refined the messages based on their needs. In 2017, our campaign evolved to focus on Mental Health Awareness, incorporating KP’s Find Your Words campaign using sensitivity and care.

Services Provided