CARE IS REAL
THE CHALLENGE
Most Kroger grocery shoppers aren’t using Kroger Health services. They have their own personal preferences for retail healthcare, so to encourage them to choose Kroger Health, they need reassurance on two important fronts: functional (it must be convenient for them), and emotional (they need to feel seen and heard).
INSIGHT
Healthcare means a lot of different things to a lot of different people, and healthcare journeys can feel lonely and restrictive since we all have unique perspectives and needs. In addition, taking care of yourself can feel like a chore.
OUR SOLUTION
We invited real Kroger Health customers to a studio to share their personal health journeys with us. The only catch was they didn’t know they’d be interviewed by professional quarterback, Joe Burrow.
This unexpected surprise sparked heartfelt conversations. From moms to young athletes, each guest shared their story about the importance of care, support and community.
And their stories showed how care from Kroger Health is real, because our expert, credible and trustworthy healthcare professionals are always there to meet our customers where they are.
THE RESULTS
Like Joe Burrow’s NFL career, Kroger Health is continuing to set and break records with the “Care Is Real” campaign. Over the course of the campaign, we saw a dramatic lift in overall engagement with the brand, and all “Care Is Real” content sent our metrics skyrocketing, crushing Kroger social benchmarks for impressions and engagements.
Content featuring Joe Burrow was highly impactful, representing only 3.2% of total posts (26 out of 813) across the length of the campaign, but generating 27.5% of impressions and 24.9% of engagements.
“Care Is Real” content consistently resulted high-volume engagements and resoundingly positive sentiment for Joe, Kroger, Kroger Health, and our partnership.
4.3M
Social Campaign Impressions
1,674%
Increase To Meta Impression Benchmarks
246K
Social Campaign Engagements
3,740%
Increase To Meta Engagement Benchmarks
