Kaiser Permanente
Open Enrollment Campaign
”Working with the What Works team was a pleasure, from start to finish. I found their expertise invaluable." -Denise Russo, Senior Director, Regional Marketing Communications, Kaiser Permanente
Kaiser Permanente initially approached What Works Studio to audit its social media activities and make recommendations for improving internal processes, optimizing campaigns, and measurement criteria to maximize marketing efforts.
As a result of our findings, What Works Studio was hired to apply the information gained from the audit to the 2018 Open Enrollment Campaign. We developed geo-targeted audience segments with geo-specific calls to action and campaign creative.
We executed a Twitter campaign designed to engage target audience segments that were eligible to enroll with KP through their employer. The goal was to capture their attention and drive them to the Kaiser Permanente website for more information in order to inspire them to consider choosing KP during the open enrollment period. The resulting campaign delivered a clickthrough rate of 12.68%, beating the average industry clickthrough rate (1.51%) by over 800%.
Today, What Works Studio continues to manage social media marketing and promotions for Kaiser Permanente of the Mid-Atlantic States. Activities include developing and launching campaigns, managing organic social media activity, tracking and measuring results, creating and implementing processes, and optimizing activities for performance and conversions.
Campaign Highlight
Utilized local imagery to help drive awareness to new facilities in the Mid-Atlantic region and build brand affinity.
Campaign clickthrough of 12.68%, beating the average industry clickthrough rate by over 800%.
”Justin Allen and his team have really gone the extra mile to ensure our social media campaigns consistently exceeded engagement benchmarks for our campaigns for the past five years. I whole-heartedly recommend What Works Studio as your social media agency.” -Program Manager, Consumer Marketing