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You Don’t Join Us, We Join You

Aetna is more than just a health insurance company, they're a full on health brand that revolves around its members. Besides the obvious, they offer everything from mindfulness tips and techniques to health concierges that can help you recover at home.

To change that perspective, we relaunched Aetna with a fully integrated campaign that drove home the idea that health isn't about the insurer, it's about the insured. The relaunch tripled engagement with the brand. Organic searches for ‘Aetna’ actually overtook searches for ‘health insurance’ within 4 weeks of launch.