We all know an 18 year old and a 50 year old think about health care differently. And neither wants to think about it until they have to. To stand out and build emotional connections, Blue Cross Blue Shield of Michigan’s “Ready to Help” campaign used research and data to match relatable insights with relevant channels, so individuals would see meaningful messages in places that intersected with their daily lives. By connecting over simple, true-life moments, we were able to create and increase brand favorability across a wide spectrum of consumers.

With this strategic media plan, we chose relevant channels and messaging for each demographic to engage with each specific audience.

18-24 — lay the groundwork to have a positive opinion of the brand (OTT, OLV, Digital Audio, Tik Tok, Snapchat)

25-34 — Drive home all the ways BCBSM is ready to help (OTT, OLV, Digital Audio, Facebook, Instagram, Snapchat, Pinterest and Tik Tok)

35-49 — Encourage further development of their relatively high opinions of BCBSM (OTT, OLV, Digital Audio, Facebook, Instagram, Snapchat, Pinterest)

50+ — Continue to nurture the strong relationship with today’s members (Linear TV)

And launched Linear TV, OTT, OLV, Outdoor, Print, Audio, Digital Audio and 42 social media pieces across Facebook, Instagram, Snapchat, TikTok and Pinterest. We continue to refresh all creative assets with social being the most frequent on a quarterly basis.