Bright Health

Using Data to Keep Bright Shining On

A colorful and optimistic group of charming puppets tell the Bright Health story and embody simplicity, clarity and brightness.

Bright Health | Branding, Strategy, Content, Film, Media, PR, Digital
Bright Health

Using Data to Keep Bright Shining On

A colorful and optimistic group of charming puppets tell the Bright Health story and embody simplicity, clarity and brightness.

Bright Health | Branding, Strategy, Content, Film, Media, PR, Digital

Challenge

Pretty much everyone you know has a health insurance nightmare story. It’s a disliked, distrusted category, and that’s often for good reason. Bright Health wanted to change all that. Born to serve the ACA exchange audience, it was a modern, progressive tech-forward company, vs a dreary corporation. In 2018, FIG created a launch campaign that brought a smile into the category gloom, outperformed its goals and delivered strong business growth. In year 2, with new markets to launch in and existing customers to retain, the challenge was to build on year 1 success.

One Story

The Bright brand campaign platform was built around a colorful and optimistic group of charming puppets - the “Brighty Bunch”. This vibrant and velvety cast tells the Bright Health story and embodies simplicity, clarity and brightness. Looking at how the campaign performed in year one, we saw a big opportunity. Most people tend to leave their enrollment till the last two weeks of the open enrollment period. So, instead of running our brand message through the 16 week period, we created a whole new set of stories and assets to run in the last 3 weeks, all with a “no time to waste” message.

Many Voices

Using media insights from year 1, our comms planning team briefed in an ecosystem of assets executed that carried the tone and visual world down funnel and throughout the main and “last call” phases of open enrollment. Using FIG’s studio, we built multiple assets to cover a broad swath of messaging and market opportunities as they came up, a library of more than 300 digital assets available over year 1 and 1.

The Outcome

Last year, Bright was the # 1 searched healthcare company in its regional markets, increased site traffic by 127% YoY, and exceeded its primary sales goals by 6% in the face of stiff competition. This year, the enriched and optimized campaign should drive the company’s expansion into nine new markets during the 2019/2020 open enrollment season.

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“Together with FIG, Bright has been able to bring its vision of making healthcare better for everyday Americans to life.”

– Ali Wing, Chief Marketing Officer, Bright Health

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