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Humana needed more Medicare Advantage members, and it wanted to get them through its value-based provider partners. Research showed that seniors felt competitors treated them like numbers. To win them over, Humana had to earn their trust at every step, from first seeing an ad to enrolling.

Solution

We treated seniors as people, not patients. "The Whole You" campaign met them where they already were: on Meta, Reddit and YouTube, on digital screens in grocery stores, in their mailboxes and on TV and radio. Every piece spoke to their whole life, not just their health plan.

Results

4,857 partner sales linked to the campaign, 8+ million impressions, 1.64 million unique people reached, an 88.3% completion rate on YouTube videos and 2.6x more engagement on the website.