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BeWell Builds Brand Awareness

BeWell Builds Brand Awareness

See how Goodway and K2MD Health boosted BeWell's brand awareness through a multichannel campaign, driving over 39k site visits and 10M+ impressions.

Key Outcomes

With 21k+ clicks and other significant metrics achieved, the campaign demonstrated that brand awareness had been built for BeWell.

39k+

site visits

10.4M+

impressions

90.68%

video completion rate

Challenge

BeWell is committed to making sure all New Mexicans have affordable and reliable health insurance, but not everyone is aware of the service it offers and the impact that health insurance can have. To distinguish its value proposition and increase awareness of BeWell among key audiences not only during the Open Enrollment period, the health insurance marketplace tapped K2MD Health and Goodway for support to evolve its brand into a more relevant solution to improving its key audiences' lives, well-being and their peace of mind.

Strategy

K2MD Health worked with BeWell to develop a complete brand refresh to position BeWell as lifestyle brand that can help individuals to live their best life by connecting them to quality, affordable health insurance. This included a new logo, website and entirely new brand assets. Meanwhile, Goodway launched a brand awareness campaign focused on engaging with BeWell’s target markets. Goodway executed display, social and online video (OLV) ads over a period of five months. K2MD Health and Goodway chose channels based on extensive audience research conducted and past campaign results. Goodway and K2MD Health also had the challenge of enacting healthcare privacy restrictions by ensuring customer privacy was at the forefront of campaigns while still driving BeWell’s goal of awareness in the marketplace.

REsults

With K2MD Health and Goodway’s strategic direction, BeWell accomplished its goal of site traffic and driving net-new potential customers to the BeWell website given new healthcare restrictions. From May through September, the campaign generated 39,654 visits to the BeWell homepage with its target audiences. Together, the display, social and video ads drove over 10M impressions alongside over 21k clicks. With a 90.68% completion rate, the OLV ads performed well, indicating that the new creative and rebrand resonated with viewers. Given the success of the campaign, BeWell plans to run more brand awareness campaigns through K2MD Health and Goodway.

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REcognition

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Our BeWell client is excited to see the new brand refresh successfully position them as a more modern, inclusive and relatable partner. And with the help of the Goodway team, they’re actively seeing it resonate with consumers and are enjoying an increase in enrollments.

Randall Marshall
Partner/Director of Strategy & Creative Services, K2MD Health

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