WEX Benefits, a leading benefit administration technology provider, was seeking to drive awareness and education among consumers about the many ways they can benefit from their benefits, specifically health savings accounts (HSAs). While WEX is a well-known player in the B2B benefits space and active on social media, it formerly only spoke to B2B audiences on its social and digital channels.

To kick off the campaign, we segmented WEX Benefits’ target consumers and conducted a comprehensive media and social media audit to gain insight into how other top-tier B2B brands engaged consumers. Findings showed that consumers valued brands that simplified complex subjects, offered educational entertainment and cultivated financial confidence.

To educate and engage consumers on HSAs, we crafted the platform “HSA Hello,” urging consumers to say hello to the benefit that does what you need it to do at any stage of life. We developed a comprehensive plan across Facebook and Instagram as well as consumer- and partner-facing content pages to bring this initiative to life, advising on strategy and creating content in a variety of formats — video carousels, animations, Stories and more — to break down the complexities of HSAs in simple language. We also developed blog posts for their partners to coach them on how to talk to and engage consumers on their products.

To take their consumer reach a step further, we engaged both macro and micro influencers with the aim of leveraging their reach and credibility to support WEX Benefits’ messaging. Influencer partners — known as #wexpartners — co-created content to educate, create awareness, build momentum, and ultimately shift consumer interest and behavior around HSAs leading up to open enrollment.