We leveraged a variety of first and third-party data to build our communications framework, starting with BSC first-party, micro-market data. This data provided us with current membership SOM, opportunistic growth index, estimated cost-per member by region. We layered this with historical cost-per performance metrics, syndicated research on target indexes & consumption habits and identified our top 12 growth regions to focus investment in. This left us with over 2,600 zip-codes that required individualized assets based on price, network, competitor and plan availabilities as each were dependent on consumer zip location. Once we'd tapped into all we could from a first and third-party perspective within the constraints of HIPAA, we had to shift our focus and get real with our storytelling. Not only did we do extensive talent scouting to find real Californians for our films, they were also real and/or prospective members of Blue Shield of CA. We cared.

We used brand-building, upper-funnel channels at the DMA level including PTV, Social and Online Video. Awareness tactics like Facebook canvas and Instagram stories drove engagement and conversion, far exceeding cost-per-lead expectations. Our first ever audio partner delivered efficient cost-per-members by driving intent-to-switch insurers to the microsite. Direct-response and lower-funnel tactics required messages that catered to zip-code and IP level data, which we identified through device ID location and third-party verification. We accomplished ad delivery with dynamic ad-serving partners and an extensive 1:1 tagging taxonomy within our placement name architecture. These tactics and processes allowed us to flawlessly address each Californian reached with a personalized message that spoke to their individual needs—ensuring they felt supported and heard. Capitalizing on partner DSP’s targeting capabilities and optimizing toward audience’s behavior on devices and during dayparts, we improved our cost-pers to allow for maximum frequency of conversions within budget.

Success was largely driven by our data-enhanced consumer journey and full-funnel channel mix. This was the first time we’d been able to execute a full-funnel approach against a historically DR only time period. The hyper-localized targeting and data-driven planning approach allowed us to make data-backed optimizations daily through-out the campaign. We saw a significant behavior change amongst Californians with Interest in the brand lifting significantly YoY, additionally we saw Consideration and Impression of Brand achieving +0.3pts and +0.9pts respectively. We also saw a 3% YoY lift in searches for “Blue Shield of California”. When we analyzed website traffic YoY, within just the first three weeks of the campaign we’d already witnessed a 500% traffic increase. At campaigns end, we delivered over 280,000 quality leads for our client. And we welcomed just over 130,000 new members, over-delivering on desired business outcome by 205% of our projected growth goal.