Client: Just Zorgverzekering
Case: Just Mental Health Hour
Game: Just Chatting
“Psychological support for young people on video site Twitch”
De Telegraaf newspaper
How can health insurer Just Zorgverzekering, building on the success of last year’s pilot, effectively engage young people (20+) through gaming and contribute to the long-term growth of Just?
Last year, we discovered that 30% of young people in the Netherlands experience mental health issues. The increasing significance of mental well-being is underlined by the fact that it is a popular topic of discussion among Twitch creators and their communities.
Building on this insight we developed Just Ask. A Twitch format in which hosts and renowned guests share their stories and experiences on various topics, initiate conversations within their Twitch communities, and receive tips and advice from Psychologist Najla Edriouch.
The pilot significantly increased Just’s brand awareness and consideration among exposed users. Building on this success we helped Just Zorgverzekering in elevating this initiative to a new level by hosting another four Just Ask streams.
Pilot 2022 results
- Average viewing time of 8+ minutes
- 6,567 live chatbox messages
- Engagement rate of 17.3%
- The event also significantly increased Just’s brand awareness and consideration among exposed users: +50% increase in brand awareness and +100% increase in brand consideration compared to non-exposed users.
2023 results coming soon
Just Zorgverzekering was clearly able to engage with its target audience and provide valuable resources to support their mental health.
If you’re interested in learning more about this case study, we’re happy to share our insights, results, and learnings.