Humana: Start with Healthy

This case study describes how Humana, a US health insurance provider, built on research that showed baby boomers' desire to grow and not fade into the future, by using data from match.com to understand the audience and build the inspirational #StartWithHealthy campaign.

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...

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