Kaiser Permanente

A geo-personalized social campaign delivered an 12.68% CTR, over 800% above the industry average.

Kaiser Permanente approached What Works Studio with a need to strengthen the role of social media during open enrollment and better understand how their digital efforts could support stronger performance. We began with a comprehensive audit that revealed clear opportunities to refine internal processes, elevate creative, and align measurement with meaningful outcomes. Those insights became the foundation for a more strategic and focused approach to the 2018 Open Enrollment Campaign.

Building on what we uncovered, our team created geo-targeted audience segments and paired them with localized creative that reflected neighborhoods, workplaces, and new Kaiser Permanente facilities across the Mid-Atlantic region. The campaign centered on a targeted Twitter strategy designed to reach employees eligible to choose Kaiser Permanente through their employer. The goal was simple: capture attention at the moment of consideration and drive users to the Kaiser Permanente website. The campaign delivered exceptional performance, with engagement and clickthrough rates far beyond industry norms.

Key Outcomes

• Clickthrough rate of 12.68%

• Surpassed the industry average of 1.51% by more than 800%

• Increased awareness of new Mid-Atlantic facilities through localized imagery

• Strengthened consideration among employer-based audiences