REACHING NEW AUDIENCES

Challenge

Neighborhood Health Plan was mostly thought of as low-cost health insurance for the Massachusetts Medicaid market. With a desire to grow their Commercial business, NHP would need to rise above a limiting perception of low-cost being equated with low quality.

Insight

Introducing other strong attributes, and urging people not to consider NHP just because it cost less, allowed the brand to leverage its price advantage while not being completely defined by cost.

Outcome

An entirely new campaign increased brand awareness by 8 percentage points among employers, and 3 points among brokers, and Commercial business grew by 60% year over year.

Challenge

While their programming had evolved significantly over the years, PBS needed something more to connect with a new generation of media professionals who still viewed the brand as a bit stogy.

Insight

Where other content providers talked about numbers and eyeballs, PBS had a unique opportunity to tell the story of a highly-engaged, thoughtful – and therefore more valuable – audience. And to do so in a very un-stogy manner.

Outcome

Get them while they’re thinking gave PBS a far more contemporary, relevant and powerful platform to leverage across all of their sponsorship efforts and has successfully attracted a new generation of media buyers as program sponsors.

Challenge

Saucony wanted to move beyond its roots as a traditional running brand in order to connect with a rapidly growing segment who viewed running as a means to an end, rather than an end to itself.

Insight

“I run, but I’m not a runner.” was the shard sentiment that research revealed across this audience. So instead of the usual array of perfect runners, hard bodies and celebrity athletes, we featured non-traditional runners and their stories of running for non-traditional reasons.

Outcome

A series of videos featuring amazing individuals who did not fit the typical description of a “runner” resulted in 44 million impressions.