HBF

How HBF reached a million new dads

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Australian private health insurer HBF has more than a million members. Its mission is to help Australians with all things health-related.

Key Objectives

  1. Attract and engage a national audience of young families, through content targeted at expectant and new dads
  2. Grow a loyal and engaged community of members and prospective customers
  3. Raise brand awareness and differentiate HBF as the ideal health partner for young families

Background

HBF identified a unique opportunity: almost all new-parent information was being targeted at mums. And while expectant dads are also desperate for help, parental information for them was hard to find, disparate, unreliable or just non-existent. So HBF set out to create the definitive advice guide for dads.

Our Approach

DAD
website

Weekly
eNewsletter

Facebook
audience

Social
video

Media
coverage

After extensive interviews and focus groups with new and expectant dads, we developed a complete and robust content strategy to offer much-needed guidance and support for soon-to-be dads. We developed Direct Advice for Dads (DAD), an information portal of genuine, valuable content created for dads, by dads. On Father’s Day 2016, our DAD website was launched, offering in-depth written and video content, which we amplified through social channels.

Content topics ranged from the helpful (how to swaddle, prepare formula, make baby food and change a nappy) to the heartfelt (“Sometimes it doesn’t work out — my story of miscarriage”). From the sublime (“When are you due, mate?”) to the ridiculous (“the A-Z of being a dad”).

The Outcome

  • Monthly user targets surpassed by more than 1600 per cent
  • Thousands of Facebook reactions and hundreds of shares
  • More than one million site visits
  • Articles published and referenced across multiple
    mainstream media channels
  • International, multi award-winning content campaign
  • Cemented HBF in the hearts and minds of young Australian families