Agency: Ogilvy
Objectives
Our campaign launched with a coordinated, multi-channel paid media strategy that maximized spend in launch markets (Philadelphia, Atlanta, Houston, and Jacksonville) while also providing national digital support. The overarching success measures were identified as an increase in perception of Aetna as a health company and positive shift in brand favorability. For local markets, we set the benchmark to reach 90% of our audience with a 20x frequency. An uptick in Medicare leads served as a peripheral objective as we expected our primary objectives to have a positive impact on enrollments.
We also identified key performance indicators...