USAA Health Insurance
OPPORTUNITY: USAA suffered from an awareness problem among its members around health insurance. So, in 2020, they tasked Hawkeye with developing a campaign to engage members on the topic of health insurance to educate them about all available options.
ACTION: Underpinned by the new brand campaign, “what you’re made of, we’re made for,” we developed a cadence of emails, direct mail, and Facebook ads to help members discover USAA’s health insurance offerings. We leaned on consumer loyalty to help drive conversion, using our headlines to clearly indicate the simple message of product availability while depicting a wide range of individuals—giving all members the opportunity to see themselves as a beneficiary of a USAA health plan based on where they are in life. These touchpoints were especially unique because we developed the triple-image header for static use, helping us amplify the message that there’s a USAA health plan for everyone.
RESULTS: The client was extremely pleased with the thoughtfulness of the creative and even happier with the results, as USAA saw a meaningful increase in health plan sign-ups because of the campaign.
My Role: Strategy and Copy
Art Director: Calvin Lew
Associate Creative Director: Sara Davis
Creative Director: Jennifer Coldiron
Postcard and folded mailer sent to members who were identified as more likely to purchase a health insurance product.
This was one of the two "business as usual" emails we developed for awareness/consideration without specific regard for an event or time of year that individuals may have a higher propensity to get a quote or sign up for a new short-term plan. We also created an email specific to the open-enrollment period for comprehensive plans.
We created multiple static and carousel Facebook posts for this campaign. This carousel was driven by text and icons to stand out when scrolling and deliver simple awareness messages.
This Facebook carousel ad was created using images showing individuals varying in age. This allowed us to aim at a larger group of consumers who could identify with a product offering that would fit their needs.
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Role Copywriter
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For Hawkeye Agency
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Date 2020
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