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Copacino Fujikado
Leading up to open enrollment season, we surveyed employers in charge of choosing a health plan for their employees and uncovered this: many placed an increased emphasis on the sense of camaraderie and familial dynamics of their sometimes virtual, sometimes IRL, always supportive workplaces. We used our research findings to take a more emotional, more relatable approach to B2B advertising in a campaign called "They're More Than Just Employees."
When it comes to choosing a health plans, employer groups are faced with a sea of sameness. Every ad for every single health plan seems to tote similar benefits. Additionally, research found that employers in charge of choosing a health plan for their people are reticent to change. So if they already went through the plan evaluation process once before, and their current plan seems good enough, why switch?
We leaned into a key insight as a result of our research, and created work that stood out in the B2B category based around a simple ethos: "They’re so much more than just employees." In a sector where employers are reluctant to switch plans, this emotional B2B campaign still managed to move the needle, proving that in a world where employees care deeply for each other, offering them a great health plan is the perfect affirmation. Key Results: 7% increase in aided awareness 10% increase in consideration 6% increase in purchase intent
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