Case Study: A Large Government Agency Was Looking to Reach Diverse Communities
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A large government agency was looking to partner with a certified minority owned business with an expertise in reaching African American audiences. Orange 142 submitted a proposal and was awarded the business.
One week after the campaign launch, we reviewed all the data we had gathered and began making optimizations. We moved the budget towards the strategies that were driving the most conversions, created new strategies based on our learnings, and turned off strategies that were not working.
At the end of the 90-day campaign we exceeded the client's expectations driving multiple site interactions and exceeding the goal of 52 seconds on the website. The client awarded Orange 142 their next campaign which was driving Medicare enrollments.
How Orange 142 Delivered Results
LAUNCH STRATEGIES
- Behavioral targeting by working closely with our data partners to create a custom cookieless data segment that targeted health and lifestyle indicators.
- Geo Targeting using our data tool to pull a report that showed the geo’s that indexed highest for African Americans aged 25 to 54 years old.
- Contextual Targeting content related “heart health.”
- Script and diagnosis targeting looking at health symptoms and used HIPAA compliant segments to target those audiences.
OPTIMIZATIONS
- Shifted budget into the “lifestyle” targeting segments since those were outperforming.
- We optimized the conversation ad unit by updating the questions on the back end.
- Implemented a strategy focused on dayparting and site targeting in top converting websites.
- We moved additional dollars into Colossus SSP, and created PMP deals with the top performers.
