Seeking the best care
Our consumer research showed that medical excellence is a key driver for a potential member to consider joining Kaiser Permanente. And, mainly focused around three distinct specialties: maternity/pediatrics, cardiac and cancer care. Our approach centered around highlighting and promoting the incredible doctors that our members can turn to for world-class, top-notch care.
We targeted an external broad consumer audience in the greater Puget Sound and Spokane area.
All of the imagery in the campaign needed to work equally well in all placements — from 90 pixel tall web banners to 20 foot high billboards.
Out of home
The digital ads were built into a templated system that can adjust imagery vs. headlines on the fly. Creative variations are algorithmically generated — saving a massive amount of production time — and are also able to be dynamically optimized for performance by factors like audience, geography, publication, etc.
The campaign ran across Facebook, Instagram, and Twitter.