Medicare Campaign
objective
Develop a creative and memorable marketing campaign for older adults with Medicare insurance plans during the Open Enrollment period in Ohio. Manage the budget of 2.3 million and effectively distribute it across multiple channels including TV, radio, direct mail, web, digital display, paid search, email, and social media.
Challenge
During the Open Enrollment period, older adults can change their Medicare insurance. A lot of campaigns compete for the attention of this target audience, encouraging people to switch to their Medicare plans. However, most of the marketing campaigns portray older adults as individuals with sedentary lifestyles aged 80 or more (even though most of the shoppers tend to be 65-70), a visual that does not represent the target audience well.
To drive action and encourage older adults to enroll, the messaging used in the past relied heavily on the importance of finding the right plan due to aging and key coverage features. These tactics did not show enough results to secure the target market share for Medical Mutual.
Idea
Instead of relying on declining health messaging or a serious tone of voice, we decided to make the campaign playful with a positive theme that would resonate with the target audience. The core message of the campaign was:
With the right health plan, who says you have to act your age?
With this messaging in mind, a creative concept emerged with a grandpa spending quality time with his granddaughter and acting like a kid. We also decided that the roles would reverse and the little girl would act as the responsible one and talk about the health plan's features.
Execution
The TV spot was well-received and secured 77 million impressions (compared to 32 million the year before) and played during the Super Bowl and Olympics, as well as during peak times for target audience engagement.
We developed a new direct mail conversion model, utilizing a variable touch approach (based on the likelihood to convert) and resulting in doubling the number of leads.
We increased the effectiveness of targeting, improved the qualified lead traffic and conversions through Facebook, Google Custom Intent, Boosted Social, Paid Search, and Pandora.
The number of impressions grew by 2.2 times
The number of digital conversions tripled
The cost per lead through digital media dropped from $59 to $11
The website was redesigned to ensure the shopping journey was optimized and brought the focus back to the customer. The copy on the website was updated to be clear and concise with a prominent call to action. In addition, more resources were built to support the decision-making of the target audience, including a free Medicare guide, Enrollment checklist, and detailed Medicare FAQ section.
This campaign worked well with the branding campaign, effectively complementing it and further building on positivity and daily humor.