Benenden Health: Time for a (content) ‘Check-in’

Key Points

With the nation’s health under pressure following a pandemic and a cost of living crisis hitting people’s mental health, Benenden Health knew they could help. But they had an awareness problem; only 23% of the population where aware of the brand.

Partnering with Channel 4 on a content series ‘Time for a Check-in’, produced a series of 60” films that would partner trusted talent like Rylan and his Mum and Davina McCall and Roman Kemp talking about issues ranging from mental health to the menopause. The series encouraged the nation to ‘check-in’ with friends and family on their mental and physical health.

Launch night activity saw a 434% increase in site visits and a triple digit sales growth on first night. It boosted awareness levels by 9 pts, and consideration saw double digit growth with 1 in 4 saying they would consider using Benenden Health in the future. It had the desired effect on getting the nation to check in with loved ones, with a 27% uplift in check ins among loved ones.

The Challenge

Off the back of a worldwide pandemic, things weren’t looking good for the nation’s health, with a National Health Service in Crisis and with two thirds putting off medical help when we need it and 78% of people struggling mentally during the Cost-of-living crisis. With tradition private health care being unaffordable for the majority, the nation needed an affordable, viable healthcare option. This was where Benenden Health comes in. A not for profit that was offering affordable care that complements the NHS.

But Benenden Health had a problem, awareness of the business and offering was low, with only 23% of the population aware of the brand. Confusion about the offering was high which led to low consideration for the brand and offering. As a result, Benenden Health handed media agency, EssenceMediacom, a clear set of objectives. They would need to create fame with feeling for Benenden Health.

The TV Solution

Armed with a clear set of objectives, EssenceMediacom got to work. With the aim of getting people to open up about their physical and mental health, EssenceMediacom knew it would be a difficult task. Research had highlighted that 33% of people don’t know how to discuss their mental health with loved ones. They feared saying the wrong thing or coming off as intrusive. Benenden Health would need a platform that would allow them to speak to and support the nation daily. It needed to interrupt the nations day and remind them of the importance of proper healthcare.

This insight led to EssenceMediacom settling on TV as the lead channel. By partnering with Channel 4, they would align core values of being owned by the people, not-for-profit and good done differently. Benenden Health would use the trusted voices from across Channel 4 to publicly check in with each other on a range of health topics. Fronted by AJ Odudu ‘Time to Check-in’ was created. The campaign content needed to encourage frank and open conversations about health concerns that would have otherwise stayed hidden, with the ambition of getting the nation to check in on their health.

The Plan

With the big idea created, EssenceMediacom put in place a 4 stage plan of distinct, strategically deployed creative executions to land the campaign. Starting with stage 1, EssenceMediacom launched with a 60” creative featuring AJ Odudu that would act as a call to arms, announcing the campaign to the nation and what the plan was going to be over the next 12 months. AJ Odudu fitted perfectly with the goal of lowering the overall age of the Benenden Health target audience, injecting the brand with youthful energy and her regional tone signalling their mission to bring health to the nation. The creative perfectly reflected the more taboo healthcare concerns like prostates and brain fog, and saw AJ take to the streets to get the nation talking about their health concerns.

The second stage of the campaign EssenceMediacom dubbed encounters. This would see intimate conversations between talent parings taking place. The pairings included Judy Love and Alex Brooker talking about the challenge of staying fit, Rylan Clarkand his Mum talking about the menopause, Davina McCall and Roman Kemp discussing mental health. These copies were designed to be inclusive and highlight how different groups would approach the issues. With Rylan highlighting how the menopause can affect the whole family, and Alex Brooker and Judy Love providing an inclusive, everyday spin on physical health. These issues were strategically chosen to highlight key product areas within Benenden Health’s offering. The campaign was launched with 60” versions of the creative before dropping down to 30” to extend the campaign and build mental availability.

The 3^rd stage of the campaign consisted of 10” cut downs of the creative featuring AJ Odudu, designed to stand out in break and tackle some of the issues often not talked about like gut health. Additional creatives were created featuring Alex Brooker to focus on mental health. To ensure that the campaign cut through and aligned with Channel 4, each new creative launch was with 10” premier bumpers, voiced by Channel 4’s continuity announcers. In a Channel first, the 10” creatives were stitched into the creatives, featuring on the monitors as the creative opened. Designed to further align Benenden Health with Channel 4 and create the sense that the viewer was truly going behind the scenes to listen to these conversations.

Each creative launch was strategically placed in Channel 4’s flagship programming, across key dates. The launch creative premiered in The Great British Bake Off. The mental health conversation between Davina McCall and Roman Kemp launched in Gogglebox, on World Mental Health Day (10^th October). Physical Health creative was launched in the festive special of Gogglebox on 2^nd January to capitalise on the New Year/New Me mentality. And the Menopause creative featuring Rylan and his Mum launched in March 2023 in the Great Pottery Throw Down and around International Women’s Day.

Having successfully launched the campaign, EssenceMediacom and Benenden Health put in place the final stage, that would amplify the content. Borrowing from Channel 4’s attributes, to shortcut the brands repositioning, Benenden Health were able to utilise a co-branded logo to tie in with the campaign name of ‘Time for a Check In’. The campaign strap line of ‘Healthcare Done Different’ played on Channel 4’s successful ‘Altogether Different’ brand campaign. Having developed a full 360 partnership with Channel 4, Benenden Health were able to truly bring the brands together. All4 (now Channel 4 Streaming), was deployed to increase reach and give an always on presence. AdPause BVOD units were created as a way to encourage the viewer to check in with themselves or others as they paused their viewing. Benenden Health were able to partner with Channel 4’s B2B event series 4Talks, with a session hosted by Davina McCall, discussing mental health in the advertising industry. Working with Channel 4’s social content team, 4Studio, Benenden Health created a spin-off social series. This series saw AJ Odudu take to the streets with Dr Sarah Hattam to ask the population ‘What Health Issues is the UK REALLY suffering with?’ and ‘the most AWKWARD thing to see a GP about’ in two VOX pop style episodes. These episodes would live on YouTube and Channel 4’s social channels extended the campaign to social platforms to capture a younger audience who are lighter viewers of linear.

Working with creative agency McCann Leeds, Benenden Health and EssenceMediacom were then able to fully sweat the licenced assets across their own channels. Longer form edits of the content featured across emails and newsletters to existing members. Talent interviews featured in Benenden Health’s Be Healthy magazine. Judy Love went on a full scale PR tour to promote the campaign. And bespoke landing pages, PPC ad copy, display and social creative were deployed to direct traffic to the site and sign ups, creating a streamlined path to sale.

Results

The 9 month partnership with Channel 4 was a huge success for Benenden Health. With the goal of increasing awareness, the content performed right from the off. On launch night between 8pm and 9pm, on site visits increased by 434%, with most users hitting the homepage and healthcare pages. Web traffic within 5 minutes of launching saw a 4000% increase; this increase in web traffic had a direct impact on sales, seeing a triple digit increase in a single night.

Whilst he instant impact of the campaign in terms of awareness and sales, the campaign also had the desired effect in the long term. The partnership with Channel 4 boosted awareness levels by 9 points, consideration jumped by double digits, matching that of category big hitters, with 1 in 4 saying they would consider Benenden Health. Search volumes grew significantly. Memberships grew as a result, providing record business results.

Most importantly, the campaign sparked conversations among the population, with 46% of those exposed saying they had checked in with friends and family about their health after seeing the campaign. Across the nation, there was a 27% uplift in health check ups and an 88% increase into exploration of Private Healthcare options amongst those that recalled the campaign.

Databank

Sector: Health & Beauty

Brand: Benenden Health

Campaign objectives: Increase awareness, consideration and sales

Target Audience: Broad ABC1Adults

Budget: £5 million Approx

Campaign Dates: September 2022-March 2023

TV Usage: Content

Creative Agency: McCann Leeds

Media Agency: EssenceMediacom