BeWell Builds Brand Awareness
Through a multichannel campaign for BeWell, New Mexico’s health insurance marketplace, K2MD Health, its agency of record (AOR), and Goodway, K2MD Health’s media execution partner, increased brand awareness and brand relevance and drove notable upper-funnel activities about the vital services BeWell offers to New Mexicans who don’t have Medicaid or employer-sponsored health insurance.
BeWell is committed to making sure all New Mexicans have affordable and reliable health insurance, but not everyone is aware of the service it offers and the impact that health insurance can have. To distinguish its value proposition and increase awareness of BeWell among key audiences not only during the Open Enrollment period, the health insurance marketplace tapped K2MD Health and Goodway for support to evolve its brand into a more relevant solution to improving its key audiences' lives, well-being and their peace of mind.
K2MD Health worked with BeWell to develop a complete brand refresh to position BeWell as lifestyle brand that can help individuals to live their best life by connecting them to quality, affordable health insurance. This included a new logo, website and entirely new brand assets. Meanwhile, Goodway launched a brand awareness campaign focused on engaging with BeWell’s target markets. Goodway executed display, social and online video (OLV) ads over a period of five months. K2MD Health and Goodway chose channels based on extensive audience research conducted and past campaign results. Goodway and K2MD Health also had the challenge of enacting healthcare privacy restrictions by ensuring customer privacy was at the forefront of campaigns while still driving BeWell’s goal of awareness in the marketplace.
With K2MD Health and Goodway’s strategic direction, BeWell accomplished its goal of site traffic and driving net-new potential customers to the BeWell website given new healthcare restrictions. From May through September, the campaign generated 39,654 visits to the BeWell homepage with its target audiences. Together, the display, social and video ads drove over 10M impressions alongside over 21k clicks. With a 90.68% completion rate, the OLV ads performed well, indicating that the new creative and rebrand resonated with viewers. Given the success of the campaign, BeWell plans to run more brand awareness campaigns through K2MD Health and Goodway.
Key Outcomes
With 21k+ clicks and other significant metrics achieved, the campaign demonstrated that brand awareness had been built for BeWell.
39k+
site visits
10.4M+
impressions
90.68%
video completion rate
