Health Care

Health Care

Case Study

Brand Category: Health Care

We worked with one of the largest leading health care providers in the United States. They have been providing coverage for Louisianans since 1934, servicing 1.8 million Louisianans across 9 regional offices. Their insurance offerings cover the medical gamut across health, dental, Medicare, and travel.

Challenge: 

Generate quality cost-effective leads through a long-form linear TV campaign at a local level. 

Strategy

  • Developed a highly targeted media plan that targeted adults across seven markets throughout the state of Louisiana.

  • Focused primarily in early morning, daytime, and afternoon rotations when target audience TV viewership is highest.

  • Ran media seven days a week to maximize frequency and exposure.

  • Utilized clean lead-ins on audience-specific top-rated programs and ran inexpensive overnight airings to bring down the average cost per airing.

Results

  • Generated one of the lowest overall Cost per Leads (CPL) compared to client’s Direct Mail, Digital, Newspaper, and Short-Form linear TV efforts. 
  • Averaged a CPL generated by long-form linear TV $72 under the client’s goal.
  • Exceeded lead projections, coming in at 111% of our forecasted goals.
  • Extended campaign lead generation after test and with such strong initial results, the client implemented our services across additional consumer segments.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio

DirectBuy

DirectBuy

Case Study

Brand: DirectBuy

DirectBuy helps members with home improvement projects and connects them with manufacturers and authorized dealers, putting the purchasing power once available only to retailers, in member’s hands. Other offerings include furniture, appliances, tools, construction equipment, flooring, etc

Challenge: 

Build DirectBuy brand, while generating Home Improvement Membership leads,
and increased revenues for other DirectBuy offerings – furniture/appliance sales,
flooring, construction equipment, etc.

Strategy

  • Test a combination of long-form (30 min) & short-form (2 min & 1 min) to educate consumers about DirectBuy’s countless membership benefits and why the investment is well worth it. 

  • Drive customers to both phone and web to accommodate both younger and older demographics.

Results

  • DirectBuy doubled its profits year-over-year for 4 consecutive years.
  • Our campaign ran 5 consecutive years, and helped build the brand and supported retail efforts.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio

Byrna

Byrna

Case Study

Brand: Byrna HD (Home Defense)

The Byrna HD (Home Defense) is a compact non-lethal personal security device developed by Byrna Technologies Inc. (OTCQB:BYRN). The Byrna HD shoots .68 caliber projectiles that are filled with a powerful chemical irritant. The projectiles are designed to burst upon impact and disperse a cloud of powerful pepper, PAVA and tear gas powder.

Challenge: 

Launch Byrna brand and their line of non-lethal HD kits nationwide within
a category that is heavily scrutinized due to its sensitive nature.

Strategy

  • Use cross-device display advertising, along with behavioral, contextual and keyword targeting tactics.
  • Develop ads both with and without images of the weapon to test effectiveness of each.
  • Develop messaging for consumers at different stages of the funnel to drive conversions.
  • Use proprietary software to help identify new audience segments.

Results

  • Increased sales 2x – 3x within first 2 months of advertising.
  • Identified new audience segments, allowing us to expand audience testing and further scale campaign.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio

SodaStream

SodaStream

Case Study

Brand: SodaStream

SodaStream was an established Israeli based company that wanted to bring its soda machine to the US market. The goal was to give consumers a cheaper and healthier soda option that they could make at home. Additionally, SodaStream wanted to help reduce consumers’ carbon footprint and reduce waste and pollution by utilizing refillable bottles.

Challenge: 

Gaining market share against soda juggernauts Coca Cola and Pepsi.

Solution

Launched direct-to-consumer media test utilizing a long-form creative. The infomercial was the perfect medium to effectively demonstrate SodaStream’s features, benefits and product differentiators.

Results

  • Successfully launched the SodaStream campaign in less than a year.
  • Media budgets grew to upwards of $500k per week in the US alone.
  • Successfully enlisting hundreds of thousands of customers into the continuity plan.
  • Successfully expanded the media buy into Canada 6 months later.
  • Introduced and implemented Hispanic media into the infomercial campaign, which in turn, added an additional 35% lift in total weekly revenue in an entirely new audience / market.
  • Ancillary benefits: Client saw significant lift in their digital efforts across SEO, SEM, and Social.
  • SodaStream became a household brand

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio

Neutrogena

Neutrogena

Case Study

Brand: Neutrogena

TV Drives Retail Lift for the Parent Brand

Inspired by the success of Proactiv, Neutrogena wanted to drive DTC sales to a younger acne audience. We helped them embark on their first significant DTC TV effort, while keeping true to their brand-focused marketing philosophy. 

Action

Limited TV activity from Neutrogena and no campaigns against DTC or the younger target gave us a clean baseline. Drawing on similar category experience, we created an optimized TV mix.

Results

Using TV advertisements, we were able to generate a significant amount of web leads with a personal skin evaluation each week.  Over 6-months, we optimized the cost per lead down 70%.

Although SkinID was not available in stores (only TV and online), the 6-month campaign led to a 28% increase in total Neutrogena-branded products sold at retail.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio