Humana: Start with Healthy
Primary research gave us a starting point to describe our audience: baby boomers want to grow, not fade. We turned to an uncommon, text-rich data source to contextualize our audience and expand upon the insight: Match.com. We used advanced scraping and linguistic technologies to understand topics and language used by boomers to describe themselves and reflected these learnings into our content.
We brought our idea to life with an integrated campaign that allowed us to inspire our consumers to #StartWithHealthy. The campaign earned over 47.5MM impressions, and nearly 1 in every 3 consumers who...