Case Study  |  Hawaii Health Connector

Ensuring All are Insured

The Challenge

  • The Solution

    We started by identifying the barriers — real or invented — that consumers were stuck behind.

    We identified our primary consumer group as small business owners. We aimed to convince them to switch to an exchange plan. Unfortunately during the course of our relationship with HHC, they lost one carrier leaving only carrier to choose from.

    Individuals. People who didn’t have insurance didn’t want it because it wasn’t a cultural norm. Many island ethnicities believe that friends and family are the only safety net one needs in life — even when it comes to medical care. We knew we needed to build a campaign around the notion that HHC could be a part of the family/community circle.

    Because of the limitations of traditional media in Hawaii, and our need for highly targeted messaging, the social media campaign was the centerpiece of our strategy. Traditional media was used to supplement the social efforts.

    The Results

    Enrollment Increase

    317%

    Facebook Reach Increase

    20,550%

    Engaged Facebook Users Per Post Increase

    6,400%

    Twitter Increase in Impressions

    1,956%

    Twitter Increase in Engagements

    2,500%

    Youtube Views Increase in 3 Months

    51k

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