HealthPartners asked us to create a campaign that would bring their multiple care clinic brands under a unified brand platform. The campaign was tasked with driving awareness of HealthPartners’ various care brands while ultimately driving people to their clinics across the region.
While our primary target was a “parent,” especially “mom” audience, our message needed to resonate with anyone in Minnesota who made healthcare decisions for themselves or their families and loved ones.
Care is defined not just by what you do in the big moments, but how you respond in the small moments as well. Our campaign unified multiple care brands under a single brand platform that underscored the role HealthPartners can play in caring for all of life’s moments big and small.
As part of a cross-functional team, we ensured harmony across multiple tactics to meet campaign objectives, balancing brand awareness growth with clinic traffic uplift. Multiple creative iterations communicated the value of Health Partners’ solutions and created flexibility to localize/customize messages for specific clinic/care offerings. Further, a mix of OOH, Video and display assets allowed media to increase frequency to levels necessary to drive awareness, while minimizing creative wear-out.
Messaging, targeting and creative were updated each month to communicate the value of HealthPartners’ breadth of solutions and specific local offerings. The creative platform enabled us to develop custom geofenced digital ads designed to drive traffic to specific care clinics based on the location of the viewer.
Increase in impressions through
negotiations and optimizations
Higher video completion
rate than benchmark
Higher click through rate
than industry benchmark
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