In his BlogWell Chicago presentation, Humana's Social Media Marketing Consultant, Chuck Stephens, explains how they brought their newly launched brand positioning to life through an inspiring social media campaign. He goes into detail about how they rolled out the campaign by engaging their internal community of employees first, and then promoting it on to their Facebook page to customers.

1. SocialMedia.org
Video Case Studies
Chuck Stephens
Humana Hope: Socializing Well-Being
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell

2. Humana Hope
Socializing Well-Being
Chuck Stephens
@SoChuckified
June 19, 2013

3. 2
Socializing Our New Brand Positioning
Our Dream
To help people achieve lifelong well-being
Our Values
Inspire Health | Cultivate Uniqueness | Rethink Routine |
Pioneer Simplicity | Thrive Together

4. 3
Business Objectives and Measurement Tactics
Business Objectives Digital Tactics Metrics
Increase Engagement Engage consumers at their point of
interaction and generate Humana Hope
Postcards – through media placements to
increase traffic to the Facebook Hope App
and Humana Page
• Hope Postcards created and shared
• Facebook Likes
• Facebook Engagement Index Score
• Hope Postcard Views
• Content Interests
Increase Awareness of Humana Engage consumers at their point of
interaction – through media placements
to increase traffic to Facebook
• Overall Reach
• Owned Impressions
• Viral Impressions
Grow the Humana Facebook
Community
Deliver content and information directly
relevant to core engagers, encourage
them to share content with their friends
• Shares
• People Talking
• Viral Impressions

5. 4
Internal Social Media Plan
• Built Buzz … literally
• Month long internal pre-campaign to build excitement
• 4,000 printed cards distributed in less than 2 weeks
• 3 types of cards printed
• Humana Hope Line created
• Internal SharePoint site, Buzz Town Halls and live events
• Plasma screen images
• Fitbit Zips giveaway promos

6. 5

7. 6
External Social Media Plan
• Campaign length
(12/2012 – 2/2013)
• Paid media 60 days
• Simplistic app design
• App open through 4/2013
• Clear CTA – Commit.
Inspire. Share.

8. 7

9. 8

10. 9
Campaign Insights
• Weekend posts had higher engagement and virality
• Hope application completion rate was 23%
• 1,000% increase from previous Grandcard app campaign
• Simplicity of app was critical
• Paid media saw a 95% better completion rate than unpaid
• 45+ females most engaged demographic
• Ads featuring inspirational wording had higher engagement
• Emotional Well-Being most popular topic choice

11. • Awareness
– The Hope campaign saw 164,349,374 impressions and 58,342 clicks from paid media
– 83% of all Create A Pact clicks came from paid media
• Engagement
– There were 6,670 initial engagements with the Hope application, and 1,505 total pacts posted
– 9.5% engagement rate from paid media clicks to “Create a Pact” clicks
– 23% completion rate from “Create a Pact” clicks to pacts posted
– In comparison to the GrandCards Application, Hope generated 38% more pacts
– The 1,505 pacts were posted by 1,393 users. 8% of users posted at least 2 pacts
– Hope’s overall completion rate was 1,050% higher than Grandcard’s completion rate
• Grow Community
– The Humana Facebook page saw 6,424 new likes throughout the duration of the campaign – a 11% increase of
total Likes
– 52% more new likes than the number generated throughout the duration of the Grandcards App
– 2,713 pacts were shared via Facebook. 45% of users who posted pacts shared their pact with at least two people
– On average people shared their pact 1.8 times
– Hope users indicated that they are most interested in content about mental health, fitness & exercise, diet &
nutrition and lifestyle habits
10
Executive Summary

12. • Audience
– Females much lower Cost per Create a Pact, $11.05, and a higher CTR, Engagement and Completion Rate than males
– The 45+ age group saw 129% higher engagement rate. But the 25-45 age group completed the application at a 22%
higher rate – Simplicity is essential for app completion rates
– Health Magazine related interest groups performed best, bringing in the most engaging and cost effective users,
seeing an average Cost Per Engagement of $4.59
• Tactics
– Creative images of words, such as “Today I will..” or “This Year I will” outperformed creative focused on people
– The Facebook post on Feb. 9, 2013 , “Have you made your commitment to well-being?”, performed best, creating a
sense of urgency to make a hope commitment
– Humana Hope Facebook posts posted over the weekend saw the highest virality, hovering around 4%
– The Facebook post discussing a personal story of “Hope” resonated well with fans, seeing a high level of reach,
engagement and virality
11
Executive Summary

13. Thank You!
Live Well Chicago. Chuck Stephens
@SoChuckified
Social Media Strategist
cstephens1@humana.com

14. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell