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Keeping California Healthy
The California Endowment was tasked with launching a campaign to raise awareness about Medi-Cal, with a strong emphasis on driving sign ups and helping underserved communities learn about their eligibility for services and gain access to critical healthcare.
Assignment:
Our client, The California Endowment, tasked us with launching a comprehensive digital campaign focused on raising awareness and driving sign-ups for Medi-Cal. Our assignment was to develop a strategy that not only showcased the benefits of Medi-Cal but also encouraged immediate action.
Reaching a Diverse Audience
To achieve our goals, we strategically leveraged data from our DMP to identify and engage our target demographic on TikTok, Meta, and YouTube, effectively driving traffic to the DHCS Medi-Cal website. Our research pinpointed the platforms most frequented by underserved communities, taking into account various status and income levels.
By delivering informative videos in both English and Spanish, we ensured that our message reached a diverse audience, with a strong emphasis on underserved populations. We employed A/B testing to evaluate the performance of content in each language, enabling us to optimize our delivery and maximize the overall impact of the campaign.
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These efforts resulted in exceptional performance across all metrics. Our strategic use of A/B testing allowed us to fine-tune our approach, while bilingual content helped expand our reach and foster more inclusive engagement, maintaining a 2.5% CTR, higher than the industry benchmark of 1% across all platforms.
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