do-groove Website

Groove your body

The puffy down jacket, Minnesota’s favorite fashion accessory, can hide a scary truth: 60% of adult Minnesotans are overweight or obese. And it’s making us sick.

The Blue Cross and Blue Shield of Minnesota “do” campaign tackles this issue by encouraging people to live more active and healthy lifestyles. The campaign has been a hit – largely due to its lively television ads and billboards. Our strategy for the do-groove website was to turn this high level of campaign awareness into a higher level of action.

Putting the “do” in do-groove

StoneArch Creative had developed the first do” campaign website. So when it was time to rethink, refresh and re-energize the site, Blue Cross and Blue Shield of Minnesota asked us to move it to the next phase. The new do-groove website was launched as a destination for people looking to make permanent lifestyle changes, lose weight and feel better. A friendly and intuitive interface gives visitors easy access to tips and resources to help them get started. Visitors can also connect with “real people telling real stories” – and then be inspired to share their own success stories to help others.

The do campaign is happening everywhere, including in-person events, TV and radio spots, and online social communities. We made sure the website presented a central hub to support all these channels. In addition, we made the site easy to manage, and ensured that metrics captured critical success criteria.

Stronger usage creates stronger results

In the first 3 months, the new site generated 85% more visitors. Engagement metrics also soared, with the bounce rate declining by 23%, and the average time spent on the site jumped by 20%. We also saw a huge surge in traffic from search engines and referring websites. Perhaps most important, the site now features over 100 stories from Minnesotans who’ve changed their lives. That’s a real success metric.

Visit the website »