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Delivering dynamic creative solutions—and serving up results

| contact.us@gwcthestudio.com | 4800 Deerwood Campus Pkwy, Jacksonville, FL 32246

My Kind of Results

How GWC Studios turned around a company’s declining brand awareness with a dynamic, memorable campaign

A state-wide health plan provider hadn’t made significant updates to their brand since 2013—since the implementation of the Affordable Care Act (ACA). The company had also reduced spending, and brand awareness was slipping.

In 2018, with ACA established and health insurance enrollment starting mid-October, the health plan provider planned to launch a brand campaign in summer 2019. The goal was to spark a conversation with target populations that the go-to-market projects in the fall could seamlessly continue and further develop. And it could help restore brand recognition.

In a state with wide-ranging demographics, the health plan provider also needed branding to show a commitment to all Floridians, a campaign that could spotlight and speak to the unique individuals that call the state home.

Early in 2018, GWC Studios went head-to-head against four competing agencies from across the U.S. and was selected to create the health plan provider’s first new brand campaign in five years. This monumental campaign was tasked with targeting Floridians that spanned a wide range of ages, cultures and health coverage needs across every marketing channel.

Overall campaign objectives were:

Increase brand awareness
Create positive emotional connection
Expand digital, mobile and social media presence
Develop culturally relevant content for the Hispanic market

Our award-winning concept, My Kind of Blue (MKoB), resonated with both English and Spanish speakers by focusing on individuals and celebrating Florida’s diversity. The concept allowed for word and visual substitutions that targeted specific markets with content that was as uniquely identifiable as it was relatable, e.g., “My Kind of Goals” (soccer visual), “My Kind of Joyride” (kayaking), “My Kind of BFF” (dog/owner).

MKoB leveraged the client’s market equity, deploying high-impact brand messaging across traditional and emerging media channels.

South Florida, with its Spanish-speaking population, was a desired growth area for the client. Recognizing that direct translations seldom connect as intended, GWC Studios partnered with Pinta, a Hispanic agency in Miami, to create a parallel Spanish campaign to make the content, feelings and tone of the English campaign resonate with the Hispanic community.

Our video team shot 59 video scenes and 140,000 photos over six rainy days in Miami, ensuring enough material for a 3-year initiative. Using a rotoscope, the team removed the rain from the film and color-corrected the photos to add blue skies and sunshine to every visual. Platinum record recipient David Elliott Johnson recorded the campaign’s unique soundtrack to reflect the overall vibrant and colorful notes that defined the campaign.

MKoB went live June 25, 2019 with ads on Facebook, Instagram and Google, and streaming radio and video ads. Billboards and broadcast TV started in subsequent weeks.

With ad recall of 34%, results were 9% ahead of the campaign goal and 12% above the client’s historic ad recall averages.

66% of participants said the campaign made them “want to know more,” and 63% reported having a “more favorable perception” of the company. 91% of Spanish-speaking adults surveyed “wanted to know more” about the client.

To reinforce consumer recall of brand, social media ads featured imagery from the television commercials. The social media campaign delivered more than 114 million impressions statewide and over 541,000 engagements (clicks, likes, shares and comments).

Between June 25 and September 30, there were more than 261,000 engagements on social platforms, indicating strong relevance. The client’s Integrated Market Intelligence team showed 33% ad awareness statewide. The previous brand’s highest score was 22%. Medicare demographic awareness reached 37%, and Hispanic demographic awareness reached 41%. Three of five Floridians, ages 25 and up, saw MKoB ads seven times. Keeping tactical overlap in mind, we estimated total reach, accounting for age distributions, geography, competing services and language preferences.

In addition to winning a Telly award, the television spots performed well. Across Broadcast, impressions topped 92,952,200 with 3,163 spots aired. And across ConnectedTV, the spot garnered 10,112,674 impressions with a total of 8,365 website clicks.

We attribute the success of this project to superb positioning.

The words “My Kind of…” encourage individuals to define for themselves what the brand means. Instead of telling people what to think or feel, MKoB associates the company with the Florida lifestyle and mindset. Visuals reveal colorful slices of geography and culture that make it easy for a Floridian to recognize home, a place where they feel happy and comfortable.

In the past, the client had been perceived as too expensive for most people. GWC Studios created an approachable—not insurance-y—campaign with a warm persona. MKoB personifies the company as a fellow Floridian with health plans that banish worries, so you can spend more time enjoying your life.

Putting “value” ahead of “price” also contributed to the project’s success. Visuals show relaxed people enjoying a rich variety of simple pleasures. And the content makes it clear that the company has a health plan for you, tailored to your needs.

“No matter what part of the state you call home, whether you’re catching a wave or finishing a good book…we cover you. So you can feel good saying, ‘That’s My Kind of Blue.’”

The Right Call

How GWC Studios served up a winning enrollment campaign—and delivered more leads for less money

A West Coast health plan provider wanted to leverage their already strong brand presence in the Medicare market (ages 65+) to boost enrollment even further during the Annual Enrollment Period (AEP). They hoped to capture the target markets’ attention early and generate excitement about a new plan option and upcoming changes to their other plans—while reducing their overall ad spend.

In a state with widely varying demographic regions, the campaign messaging needed to have mass appeal that could resonate well with both English and Spanish speakers. To succeed on a reduced advertising budget, this campaign would largely be dependent on careful planning, positioning and, most importantly, timing.

In the competitive and often noisy Medicare market, the company wanted to make sure their voice stood out from among the crowd. GWC Studios was tasked with crafting a campaign that would make a robust, early entrance into the market and use the ensuing momentum to propel the campaign to an equally strong finish.

Overall campaign objectives were:

Generate interest early (Pre-AEP)
Create excitement around new Medicare plan option and plan changes
Optimize DRTV and digital channels (in spite of lower budgeted ad spend)
Boost lead generation and call volume

GWC Studios leveraged a two-wave approach to create and sustain momentum to that would ultimately generate more calls and quality leads from the target market.

To start the campaign off strong during pre-AEP, our team created “warm-up” collateral that coupled classic black and white imagery with straightforward, compelling messaging to capture attention and generate interest early, i.e. “Be the first to know” and “Explore your Medicare Options.”

Once AEP began, messaging shifted toward the company’s ability to provide deeper, more valuable benefits, i.e. “Going beyond $0” and “Over $2,500 value in benefits a year.” The final push in the last weeks of AEP included “last chance” messaging that included the same visual style to drive home brand recognition.

Our team utilized Facebook ads, online display ads, DRTV, direct mail pieces, email, radio spots, paid search and more to saturate the market with a multi-channel approach designed to optimize recall and maximize engagement.

Overall, the campaign exceeded its original goals for a successful AEP. The warm-up campaign proved to be more efficient than originally expected and helped to drive interest and incremental calls the weeks leading up to AEP. Both TV and direct mail warm-ups proved very effective in generating high call volume early during AEP with over 32,000 calls—a 16% increase over the previous year with a cost per call of $86 under target. The number of leads grew by 10% , exceeding 21,000 while driving down the cost per lead to $176 under target—all for $2.1 million less than in 2018.

Direct Mail was the strongest call generator with the second mailed piece generating over 2,700 calls at a cost per call of just $182.

To reinforce consumer recall of brand, social media ads featured the same black and white imagery from the TV commercials. The social media campaign delivered more than 157 million impressions and helped generate nearly 300,000 website visits.

Digital finished remarkably strong this AEP. Overall, digital campaigns reached 223% of the response goal, due in large part to improved targeting, which helped lower the cost per call by 14% year-over-year.

With 30-second warm-up spots that performed well and helped to seed the market prior to AEP, we were able to sustain momentum throughout the campaign and end with an average cost per call of just $481 instead of the projected $598, a 20% decrease in spending.

We attribute the success of this campaign to strong, straightforward messaging and strategic timing.

With yearly changes to Medicare, the warm-up campaign capitalized on consumers FOMO (fear of missing out) with messaging that allowed them to “be the first to know” or asked them “Have you explored your Medicare options lately?” (implying that they may have missed out on new options). This drove consumers to turn to the company early in the AEP season and continue to come to them as the deadline approached.

Timing proved to be everything. Coming to market early established credibility for the company before AEP officially began—and saved them money in the long run. This was especially apparent with the TV spots, where the warm-up campaign delivered 48% of the spots at 20% of the AEP cost.