03 / Work
The result was a completely bilingual campaign—Talk Health Insurance to Me—that included eye-catching digital assets, a straightforward website, static and flash banners, paid search, social media posts, and humorous videos that appealed to consumers’ emotions and experiences.
We designed a digital media plan to raise awareness and increase engagement among our target audience during the 13-week open enrollment campaign. Our advertising buy and organic activities were implemented in waves, with heightened placements around key enrollment deadlines to drive consumer activity. This enabled us to maximize efficiency with other media coverage to capitalize on the “surround sound” approach.
Through video and media partnerships, we reached our audience where they were; raised awareness of new plans, financial assistance, and in-person help; and drove engagement through traffic to the campaign website using paid search, organic social engagement, and banner, flash, and social ads.
Media partnerships with Comedy Central and Univision allowed us to reach the uninsured broadly, while prioritizing women and Latinos. By leveraging the talent and personalities at these outlets, we reached key audiences through trusted messengers.