Webby Award Winner - Best B2B Campaign 2026

How Dare We is Centivo’s first-ever brand awareness campaign, designed to reach employers and brokers with a defiant, human message about affordability and integrity. Through a connected ecosystem spanning CTV, LinkedIn CTV, online video, social, and branded search, we turned moral clarity into a measurable B2B growth driver.

The Challenge

Selling a better health plan to employers and brokers means breaking through one of the most cynical and attention-poor categories in America. Competitors rely on complexity; audiences are inundated with sameness. Centivo needed a brand platform that could:

- Cut through instantly

- Translate a complicated value proposition into a simple emotional truth

- Scale across channels with speed and consistency

- Prove real brand impact in a short attention-span environment

‍

The Idea

“How Dare We” — a rallying cry for healthcare that actually cares

The platform flips a familiar accusation (“How dare you…”) into a bold declaration of values: How dare we make healthcare affordable. How dare we treat workers like humans. How dare we tell the truth.

The tone blends sharp honesty with grounded humility — a provocative message delivered with Midwestern decency. This creative spine informed every touchpoint: the longform brand film, targeted digital videos, LinkedIn CTV messaging, and paid social variations all underscoring how absurd healthcare choices have become.

Execution

We built a fully integrated B2B campaign optimized for reach, frequency, and resonance among high-value decision-makers:‍

- CTV & Online Video: High-impact storytelling to establish the brand platform

- LinkedIn CTV: Leveraged immediately after its June 2024 launch to target employer and broker audiences with precision

- Social & Feed Video: Resonant shorter-form adaptations to reinforce the message

- Search & Site: Search-driven demand capture during the campaign flight Across channels, every execution worked together to create a unified, emotionally charged brand experience.or healthcare options to the brokers and employers offering them—and saw significant and immediate brand lift upon hitting the market

‍

Results

The campaign did more than spark conversation — it delivered statistically significant brand movement and clear behavior change across the entire funnel:

- 5.5M employers and brokers reached across CTV, online video, Meta, and LinkedIn

- 6% Brand Awareness lift; with positive lift after just 1–3 impressions

- 1.6× increase in branded search during the campaign flight

- 91% increase in website traffic, signaling stronger active intent

- High-value down-funnel actions: webinar signups and qualified opportunities where the brand campaign appeared as a touchpoint

Centivo didn’t just declare what they stand for — they proved that in healthcare, decency performs. How Dare We transformed a complex B2B offering into a bold, human, digitally integrated brand platform that resonated deeply with the audiences who shape the future of employee health benefits.