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EmblemHealth

EmblemHealth Provided New Yorkers Useful Information and Support During COVID-19

23%

Of total visits to resource hub, 2x higher than campaign average

1.65%

Average CTR

Background

EmblemHealth is one of the nation’s largest nonprofit health insurers, with over 3.2 million members and an 80-year legacy of serving New York’s communities. The company offers a full range of commercial and government-sponsored health plans to employers, individuals and families, as well as convenient community resources. As a market leader in value-based care, EmblemHealth partners with top doctors and hospitals to deliver quality, affordable care.

Objective

During the unprecedented COVID-19 pandemic, EmblemHealth was looking for ways to provide helpful information and support to communities across New York and encourage users to further engage with their Healthy at Home resource hub.

Solution

EmblemHealth partnered with Nextdoor, where neighbors were actively searching for useful and timely information, to reach verified members in communities across greater New York. The campaign included multiple Sponsored Posts with creative that focused on helpful solutions and tips for the many difficulties being faced as a result of the pandemic and shelter in place orders. Their messaging included tips for staying healthy and active in the home, mental wellness and stress relief as well as advice on how to stay protected when running errands.

“At a time when digital connection has become more important than ever, Nextdoor enabled us to reach New Yorkers in their online communities with COVID-19 resources”

Claire Bolger Director, Marketing

Results

EmblemHealth was successful in providing support to New Yorkers on Nextdoor. The campaign saw strong results from members engaging with the Sponsored Post content with an average CTR of 1.6% and as high as 4% for some of the creative. Additionally, over the first few weeks of the campaign, Nextdoor delivered 23% of total site visits to EmblemHealth’s resource hub, yielding the highest rate of site traffic which was nearly 2x higher than the campaign average.

Learn more about Nextdoor ad formats, targeting, and measurement

Learn about Sponsored Posts