BCBS – Medicare
Case Study
Medicare Health Insurance – BCBS
Client had strong local broadcast presence but saw quality leads declining year over year. The hypothesis was more start up brands were testing national cable successfully and scaling. Our challenge was to understand the competitions successful marketing channels and apply this strategy to generate incremental quality leads.
Solution
- Developed a highly targeted media plan that targeted adults 50+ (A50+) across national cable properties
- Focus on dayparts initially where research shows A50+ were watching and optimize based on performance
- Run media seven days a week to maximize frequency and exposure
- A/B test multiple creatives and creative lengths to determine the best performing creative for the masses to drive efficient cost per lead
- Deployed lower funnel tactics such as retargeting via email, text, direct mail and social