Case Study

Hylant’s Community-First Brand Awareness Campaign

Hylant

Hylant is a privately-held insurance provider with over 80 years of experience serving small to mid-sized employers. Seeking to expand into Grand Rapids, Michigan, they faced minimal brand awareness in the local market.

Industry: Insurance Services & Software

Location: Grand Rapids, Michigan (new market for Hylant)

Project Scope: Brand awareness campaign, multi-channel advertising, video storytelling, dedicated campaign site, and community engagement strategy.

Solution Provided: Deksia crafted a unique campaign—“GR Stories”—which spotlighted local nonprofits and community members, sharing authentic stories while subtly raising awareness of Hylant’s values without overt self-promotion.

The Challenge

Although well-established in Toledo, Hylant was nearly unknown in Grand Rapids. Their existing marketing—even large-scale billboards—failed to make an impact: the messaging felt empty and lacked narrative cohesion. Moreover, Hylant’s culture of humility meant they resisted self-promotion, yet needed to build trust and presence in a new market. The key challenge was how to raise awareness of their values without seeming boastful.

The Solution

Deksia designed a paradoxical yet powerful solution:

Value-First Campaign Structure: Launched “GR Stories,” a campaign that featured local nonprofits and volunteers, shifting focus from Hylant to the impact of community work.
Multi-Channel Tactics: Deployed emotionally-driven billboard, radio, social media ads, all teasing a story and directing audiences to explore more. Hylant remained in the background as a mysterious benefactor.
Custom Campaign Website: Built a dedicated microsite (GRStories.org) where users could watch documentary-style video testimonials and submit their own nonprofit stories.
Community Engagement Tools: Included interactive features like “continue the story,” allowing local voices to share and spread the message organically.

The Results

Substantial Brand Impressions: Increased visibility through multiple media channels, creating sustained curiosity. deksia.com
Organic Growth: As the campaign spotlighted more nonprofits, GR Stories gained momentum—growing through community participation and storytelling.
Values-based Awareness: The campaign effectively positioned Hylant as a trusted, value-driven partner—without overt self-promotion—aligning with the company's humble brand ethos.

Let’s Talk About What’s Next.

Whether you need a full plan or a fresh perspective, we’ll meet you where you are—and move you forward with brand clarity, marketing strategy, and creative execution that works.

Case Study

Hylant’s Community-First Brand Awareness Campaign

Hylant

The Challenge

The Solution

The Results

Related Case Studies

BRAND EVOLUTION:

Eagle Creek Homes’ Brand Evolution

Website Redesign:

Joseph Phelps E‑Commerce Transformation

REVITALIZING GROWTH:

Bellamedica Renewed

Let’s Talk About What’s Next.