2022
Entrant Company
HERO Marketing
Category
Integrated Marketing - Business to Consumer
Client's Name
Kaiser Permanente
Country / Region
United States
Experience Level
Agency
KEEP THRIVING WITH MEDICARE MADE EASY.
Baby Boomers aren’t just coping with getting older. They’re breaking down stereotypes and living their best lives. They’re proof that there’s no limit to what you can do at any age. And yet, many Medicare providers market to them like they’re grandparents from the Traditionalist generation.
Kaiser Permanente chose HERO Marketing to tap into a modern Boomer mentality while filling an identified gap in their customer’s purchase journey. The brand had rich top-of-funnel advertising and effective bottom-of-funnel direct response programs, but nothing in the mid-funnel to boost consideration and build affinity.
The HERO team started the project by exploring themes that would resonate with today’s older adults and make them think that “Kaiser Permanente gets it.” And just like shoes, there’s no one-size-fits-all approach when it comes to marketing to Boomers. HERO strategized a campaign centered on an educational landing page hub. In addition to pro-aging content and member testimonials, the site asked visitors what they were most interested in regarding Medicare coverage. Based on their responses, prospects were segmented and sent tailored content via lead nurture emails.
HERO also proposed and produced a range of marketing tactics Kaiser Permanente had never tried before, including CTV, original pre-roll, Nextdoor video ads, gamified print ads, smart speaker interactive-audio experiences, and steaming audio ads. And it worked! What’s more, our clients were so happy with the new campaign and Boomer- focused creative that they would like to expand it in the year ahead.
Credits
Entrant Company
Final Frame GmbH
Category
Live Events - Art Event
Country / Region
Germany
Entrant Company
ANTI Hamar
Category
Marketing / Advertising Campaigns - Cinematography / Videography
Country / Region
Norway
Entrant Company
Moburst
Category
Branded Content - Design / Web Agency / Production Company
Country / Region
United States
Entrant Company
Gravity Global
Category
Strategic Campaign - Social Media Campaign
Country / Region
United Kingdom