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

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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

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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.