Kaiser Permanente

A five-year paid social campaign delivered 12.5M impressions, 1M clicks, and strong conversions for Kaiser Permanente.

For Kaiser Permanente of the Mid-Atlantic States, the challenge was clear: during a crowded and competitive federal benefits season, they needed to rise above the noise and reach federal employees with clarity, trust, and compelling value. Building on our long-standing partnership with their Public Relations team, What Works Studio was brought in to design and execute a focused paid social media strategy that could strengthen awareness, drive engagement, and guide federal employees toward choosing Kaiser Permanente as their preferred healthcare provider.

The campaign unfolded across a multi-year engagement, structured around key moments in the federal employee calendar: Open Enrollment, Public Service Recognition Week, and an Aggressive Growth Plan designed to deepen connections and streamline the education phase ahead of the enrollment window. Our team handled strategy, creative development, paid media management, reporting, and a full suite of content designed to move audiences from awareness to action. The result was a sustained, high-impact presence that significantly elevated Kaiser Permanente’s visibility among federal employees.

Key Outcomes

• Impressions: 12,501,269

• Website clicks: 1,001,750

• Engagements: 1,006,295

• Video views: 604,968

• Conversions: 3,395 (plan views, calls, and submissions)