The health benefits of visiting a National Park are awe-inspiring. A strategic partnership led to a successful campaign.
Humana health insurance is a brand that believes in health and wellness. They understand that a healthy body means a longer life… and cheaper health costs for everyone. Interestingly enough, most of their customers are baby boomers and senior citizens, people who have a harder time staying healthy than the rest of the population.
Our nation’s National Parks are some of the most tremendous places in the world. Besides their awe-inspiring beauty and naturally preserved ecosystems, they also exist as bastions of health. They provide exercise, fresh air, serenity, and countless other health benefits.
Disabilities, geography, education, finances, ailments, and old age keep certain people from experiencing the wonders of our nation’s National Park system. This is especially troubling for Humana, a company that serves a demographic struggling with these barriers.
Through the wonders of technology, we brought the National Parks right to Humana’s customers. With over 59 National Parks around the country, and over 10,000 State Parks, there’s no reason everyone shouldn’t experience the wonders of nature right in their backyard.
The Find Your Park campaign was an online digital & social initiative fueled by a partnership between Humana and the National Park service. The campaign helped users find the closest National or State Park, and if they couldn’t reach it, we provided other ways to experience the health benefits of the Park system.
360 degree virtual reality films brought the wonders of the National Parks to all of Humana’s customers. Interesting factoids hidden in the films linked the health benefits of Nature to the online visitors. The films were distributed online and in person to Humana customers at trade shows and retirement communities all over the country… with virtual reality headsets, of course!
A social media campaign accompanied the films, showcasing trails, vistas, and fun facts about nearby Parks. The posts were rigorously targeted based on physical activity, location, time of year, and even personal hobbies to improve relevancy. So if you were into birds and lived near Yosemite, you’d get a post featuring all the Autumn bird sightings at Yosemite that month. Tweet tweet!
All posts eventually led to a geo-targeting tool. Users could engage with the tool to look up the closest National Park or State Park to them. This encouraged them to make a healthy pit stop if they so wished!
Seeing senior citizens explode on social media over the National Parks posts was a truly memorable highlight.
With over 250 pieces of content over the course of a few months, the seniors went wild. The campaign garnered a 33% interaction rate… meaning that over a third of users who saw a piece of content engaged with it in a positive way. More than that, the campaign brought the benefits of the National Park system to people all over the country, reminding people that Nature really is the best medicine.
And seniors are hilarious on social.