Case Study

The Northwest Conexxion Challenge

Client

Connnexion Insurance Solutions

Industry

Lifestyle

Services

Creative Earned Media Campaign

Situation

Connexion Insurance wanted to demonstrate to its customers and potential customers of 65+ year-olds that they cared about more than money.

Connexion Insurance was looking to raise its brand awareness with potential members who were approaching retirement age or who were 65-years-old or older, and to engage them in ongoing discussion about healthy, vibrant, long lives. 

Their leadership wanted to develop a reputation in the community that differed from the traditional narrative surrounding their peers as “sickcare” insurers.

Instead, Connexion wanted to actively help their customers by sharing information to actually elongate and enjoy their lives with vibrancy. Unusual position for an insurance brand.

They turned to Curator to help.

Execution

Loneliness kills. Not just in the figurative sense, but in the literal sense as well.

Our research uncovered information from the book, The Blue Zones, which studies the seven regions in the world with the largest group of centenarians in their population.

Two of the factors that the study identified as a consistent thread in all populations that had unusually high levels of people more than 100 years old were:

1. they eat a plant-based diet, and
2. they have a sense of community – that they felt “connected.” 

We had identified our focus: fighting loneliness through connectedness and the health benefits of a plant-based diet.

Connexion made the decision to tackle both of those issues head-on. One month later the pandemic hit, and the topic of loneliness (especially amongst the elderly) went from a murmur to a national issue.

We created The NW Connexion Challenge – a challenge to bring seniors together online in the era of Covid.

After reviewing all of the primary and secondary research reports and findings from our various discussions with company leadership, paired with the fact the pandemic wouldn’t allow for true in-person connections, Curator developed an idea to virtually bring people together – to connect and motivate them – through a Facebook Group community and challenge.

The Northwest Connexion Challenge was initiated as a 30-day challenge in the Facebook Group. Members could meet and connect with new people, get daily inspiration, watch cooking demos on plant-based nutrition, and receive practical guidance on how to lead a healthy, connected, vibrant life focused on longevity. 

We also partnered with Drs. Dean and Ayesha Sherzai, two of the world’s leading neurologists, who gave weekly health tips, live Q&A sessions and plant-based recipe demonstrations.

The program was a massive success – so much so the group voted to keep it going and the client agreed to extend year-round. The  “Challenge” has now become a “Project” and will feature monthly experts on nutrition, connectedness, and health.

Results

6mm

2.500

Impressions with Regional Saturation of media + National media coverage

Participants in 30 day Facebook Group

16,500+

30 → 365

The group was so engaged, they voted to turn the 30-day challenge into a year-round project.

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