Think local. That was GodwinGroup’s advice to national health insurance brand Humana in the midst of a major challenge: In their first year in the Mississippi marketplace, the company set out to enroll 20,000 new members. But just weeks away from the enrollment deadline, something wasn’t clicking. Humana asked GodwinGroup for help — and fast.
Since Humana’s national campaign wasn’t resonating with Mississippians, GodwinGroup suggested a different approach: Local faces. Local voices. Local stories. In just four weeks, GodwinGroup launched an all-new campaign for the national brand, based on true stories of Humana’s Mississippi members.
Enrollment soared. With GodwinGroup’s help, Humana welcomed 43,000 Mississippi members — more than double the original goal.
For three years in a row, Humana worked with GodwinGroup to earn trust and connect with people on a deeply local level — and not just in Mississippi.
GodwinGroup’s recommendations for content creation, media placement and grassroots outreach worked so well that Humana asked us to adapt them for nine major markets in five different states, including Savannah, Georgia; Grand Rapids, Michigan; Daytona, Tampa Bay and Palm Beach, Florida; New Orleans, Louisiana; and throughout Mississippi.
Here are just a few of the ways GodwinGroup helped Humana think local:
Real people, real stories. GodwinGroup helped this national brand build local trust by producing original, Mississippi-rich content for broadcast, web, mobile and social media.
No matter how inspiring your brand content may be, the real magic happens face to face. Our outgoing street teams made memories with over 40,000 people at ten events in three states.