Content that Builds a Brand: How to Connect Storytelling and Creative to Bring Your Brand Mission to Life
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Content that Builds a Brand: How to Connect Storytelling and Creative to Bring Your Brand Mission to Life by Catherine McManus, Aetna, at C3 2018 hosted by Conductor
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Content that Builds a Brand: How to Connect Storytelling and Creative to Bring Your Brand Mission to Life
- 1. #C3NY CREATIVE INNOVATION #C3NY CONTENT THAT BUILDS A BRAND: How to use storytelling to bring your brand mission to life Catherine McManus Senior Director, Brand Content, Aetna
- 2. 2©2017 Aetna Inc. A new brand vision enabling Aetna to move From Health Insurance Reactive Health Security System-focused To Health Services Proactive Health Achievement Individual-focused 2
- 3. 3©2017 Aetna Inc. Established the vision and shows how we join people to achieve their health goals Brand campaign
- 5. 5©2017 Aetna Inc. Our remit: An integrated content strategy to bring the brand vision to life Media Content partnerships, native syndication, paid social media and paid search strategy Brand marketing Hub development, traditional & digital creative/content alignment, local market strategy Social media Social media channel strategy, content creation and publishing . Brand identity Brand voice, social media, illustration and video guidelines
- 6. 6©2017 Aetna Inc. Our approach: Create, amplify, connect and optimize Create original owned content in support of an editorial mission that brings the brand promise to life, driven by customer insights and atomized for distribution across multiple channels Amplify content through paid, owned and earned strategies, leveraging media partners for co-creation to expand our reach Connect the dots across the Aetna content ecosystem to maximize assets and reinforce brand consistency Consistently measure and optimize to ensure content is helping Aetna achieve its business goals
- 7. 7©2017 Aetna Inc. Sizzle reel
- 9. 9Presentation title EDUCATE by removing the barriers to your understanding of health care EMPOWER by connecting you to the tools and resources you need to achieve your health goals INSPIRE by telling stories of the joy realized from health ambitions achieved CONTENT PILLARS BRAND VOICE Nurse 24/7 Mindfulness at work Care managers Wellness coaches PRIORITY RTBs Get ahead of stress Largest vision network Ready for you to recover Member payment estimator Gym and fitness discounts Coordinate childcare Infertility treatment Pre-natal education Through the power of human storytelling, we will educate, empowerand inspire you to achieve your health ambitions. EDITORIAL MISSION Empathetic Make an emotional , authentic connection Empowering Provide actionable advice and support Progressive Offer an innovative, fresh approach Clear Speak with straightforward, jargon-free language Brand promise
- 10. 10Presentation title Launch strategy: Bring RTBs to life through service and storytelling One-on-one health coaching helps members reach the healthy lifestyle goals that matter most to them. Service Storytelling
- 13. 625 125 25 15
- 14. 14©2017 Aetna Inc. 14©2017 Aetna Inc. Tell the story of America’s health ambitions, realized every day. The result:Cheryl Cianfaglione Discover joy again after loss Ricky Moore Be mentally fit Nikki Flowers Manage pain to be a better mom Larry Beach Inspire others to join the road to health Verna Bowen Stay active: volunteer and enjoy retirement Jennifer Lewis Practice yoga at 90! Katie Cavuto Practice gratitude every day Ron Pauline Teach future generations to eat healthy
- 15. Search Strategy
- 17. 17©2017 Aetna Inc. Identifying content themes for open enrollment Health Plan Types MSV Q1 Q2 Q3 Q4 what is hdhp insurance 170 47 57 143 363 what does ppo mean in health insurance 390 660 387 200 263 is ppo better than hmo 170 167 110 153 220 what does hdhp stand for in health insurance 90 27 67 77 200 what does hdhp mean 110 160 80 57 170 Total 4,090 HDHP + High Deductible Health Plan 14,700 PPO 110,000 HMO 74,000 Exclusive Provider Organization 720 HMO, 1,000, 25% PPO, 2,140, 54% EPO, 220, 6% HDHP, 580, 15% Keyword MSV cobra insurance 40,500 coinsurance 22,200 copay 22,200 deductible 74,000 dental insurance 165,000 epo 201,000 exclusive provider organization 720 flexible spending account 27,100 fsa 368,000 health savings account 33,100 hsa 110,000 hdhp 6,600 high deductible health plan 8,100 health insurance 368,000 health plan 9,900 healthcare 246,000 hmo 74,000 medical insurance 74,000 open enrollment 12,100 ppo 110,000 vision insurance 22,200
- 18. 18©2017 Aetna Inc. Planning our content calendar based on search peaks Topic Primary Peak(s) Secondary Peak High-deductible health plan November – 1st through 3rd week Health insurance deductible Mid December Early to mid November Health insurance premium October – 4th week Mid December Coinsurance Mid December Early to mid November Health insurance copay November – 2nd week Mid December October – 3rd week Qualifying events November – 2nd week Late November / early December Late October FSA November – 3rd week HSA Late October through mid November HSA vs FSA November – 2nd week HMO Early to mid November Mid December Late November to early December PPO November – 1st through 3rd week December – 1st through 3rd weeks EPO insurance Mid December November – 1st through 2nd week Vision Insurance November – 3rd week Mid December Late November to early December Dental Insurance November – 3rd week Early to mid December
- 20. 20©2017 Aetna Inc. 20
- 22. 22Presentation title Maximizing touchpoints across the Enterprise Native syndication Digital advertising Social media YouTube Discovery Paid search Member experience Aetna.com Traditional advertising Commercial marketing Sponsorships and local events Organic search Content partners Employee engagement Recruiting AetNet Elevate Value Story SalesWeb Internal digital displays
- 23. 23Presentation title Content inspires campaign advertising
- 24. 24©2017 Aetna Inc. 2445
- 25. 25©2017 Aetna Inc. The approach: Extend the life of the CNN “American Health Ambitions” content partnership by developing profiles of the leaders of the Aetna- supported organizations featured in the CNN video series for AetnaWeJoinYou.com; promote across Aetna’s social channels. The results: Social posts inspired by the CNN profiles on AetnaWeJoinYou.com were the top-performing content on Facebook and Instagram 11/15-12/15. Maximizing Custom Content Partnerships 2x above Benchmark
- 26. 26©2017 Aetna Inc. Optimize to continuously improve content performance Platform: Native Syndication Test: A/B headline optimization Learning: Headlines with positive questions (“Need a good night’s sleep?”) performed better than negative questions (“Trouble sleeping?”) Optimization: By optimizing headlines, CTR increased 21% and CPI decreased by 46%. Platform: Facebook/Instagram Test: Social video performance Learning: “My health story” videos opening with a natural landscape outperformed member-centric footage. Optimization: Nature-focused intro added to next social release of “My health story”; content generated 13% increase in video completion rate and more hub traffic than any member story to date. Platform: AetnaWeJoinYou.com Test: A/B headline optimization Learning: Listicle-style headlines with numbers outperformed “how-to” headlines. Optimization: A/B testing of listicle headlines resulted in a 30% increase in hub content clicks, driving interaction rate and time spent. 21% 30%13%
- 27. 27©2017 Aetna Inc. Key takeaways: Create, amplify, connect and optimize Create original owned content in support of an editorial mission that brings your brand promise to life, driven by customer insights and atomized for distribution across multiple channels Amplify content through paid, owned and earned strategies, leveraging media partners for co-creation to expand reach Connect the dots across the digital ecosystem to maximize assets and reinforce brand consistency Consistently measure and optimize to ensure content is helping achieve its business goals
- 28. #C3NY 28
Editor's Notes
- This strategy will enable us to move from a health insurer to a health company This means we will move from being transactional to being focused on personal health journeys To support this brand transformation, the brand and advertising team is rolling out three key initiatives over the course of the next several months. The first is a new brand strategy which includes a new vision, voice and promise that we will touch on later in this presentation. Enables the transformation from a health insurer to a trusted health partner by conveying the new brand vision, brand voice and brand promise to all Aetna constituents The second is a new visual identity system so that we look, feel and sound like a health company. Makes Aetna look, feel, and sound like a modern consumer health company across all touch points And finally, in late spring we will communicate all of this through a new brand advertising campaign. Expresses Aetna’s new brand vision, to position Aetna as a health company, differentiate Aetna and build emotional connections to the brand
- The campaign, while targeting moms and matures, will have broad reach. We will have a mix of outdoor billboards, print advertising and digital that will help us bring the brand to life.