Generally speaking, consumers see health insurance providers as greedy profit machines. After meeting with Blue Shield of California, we found out something that none of us knew previously: Blue Shield of California is a not-for-profit mission-driven company, that quite literally puts their patient’s care above their profit.
We helped them articulate this truth with a multi-year campaign that featured smart and funny creative across radio, television, short film, digital advertising, microsites, as well as social and viral channels. On the social front, we increased their Facebook fans by more than 60%, and their YouTube views jumped 140% higher than previous campaigns. Our digital campaign’s click-through-rate was 775% higher than the industry average. Overall, we helped to nearly double Blue Shield’s individual plan market share.