70 Years of Trust: How Humana Reached 2.6 Million People Through "Heritage" Storytelling

Background and Challenge

For more than 70 years, Humana has been supporting parents and their children as a reliable and trusted partner. This unique heritage needed to be strategically leveraged to strengthen Humana's brand image within the target audience while simultaneously increasing brand awareness. The challenge was to emotionally convey Humana's long-standing tradition and trustworthiness while boosting both brand loyalty and reach.

Approach and Realization

The Heritage campaign centered around two complementary videos strategically deployed across Facebook and Instagram. The approach combined prominent Humana branding placement with a direct, emotional entry into the brand's story. This strategy enabled the authentic communication of quality and safety values built over seven decades, while establishing a strong emotional connection with the target audience.

Results

The campaign objectives developed jointly with Humana were fully achieved and in some cases exceeded. With an impressive reach of more than 2.6 million people, the campaign successfully anchored the enduring values of quality and safety in Humana's brand core within the target audience's perception. Both brand awareness and brand loyalty were sustainably enhanced.