enrolling more than 20 million Americans, most for the first time, in health insurance
We engaged consumers every step of the way with messages customized to their motivators, behaviors and place in the enrollment process. Specific tasks included message and channel strategy, creative development and execution of advertising, email marketing, social media, events, media relations, advanced audience segmentation, and an analytics program. Econometric and attribution modeling showed that 25 to 30 percent of the 2016-2017 HealthCare.gov enrollments were a direct result of our marketing efforts.
Agency: Weber Shandwick
Role: Senior Art Director / Lead Designer
Partners: Creative Director - Amil Husain, Copywriter - Becky Nissel and Katie Hudson, Designer - Ryan von Dohlen, Producer - Dave Brown