Aetna x Medicare
Background
The Aetna Medicare team planned a large DR marketing push in other, more traditional channels during its Annual Enrollment Period. The team identified an opportunity to create a first-ever for the brand social campaign quickly and nimbly to support the Medicare team’s efforts.
Problem
We had no assets available to us for the Medicare line of business that were social media-friendly.
Solution
We partnered with a new vendor, Jukin Media, a User Generated Content library to create social-first videos for its Awareness portion of the campaign. We created a two-phased approach to drive Medicare leads, the second phase being a traffic-driving layer.
The campaign resulted in:
Video Completion Rate combined average of 23% (69% above Aetna’s benchmark)
2nd lowest Cost per Lead average at $387 compared to other traditional channels following only Search at $345 Cost per Lead
62 sign-ups for in-person sales meetings