Months before 2017’s open enrollment, several major insurers chose to pull out of California’s health insurance exchange, Covered California.
Blue Shield of California (BSC) chose to reaffirm its commitment to the Golden State.
With plans tailored to specific California communities, BSC wanted to prove its belief in local care. So, we found members who embodied the NEVER STOP mindset and used their story to represent BSC’s commitment to their zip code.
Three weeks after launch, we saw a 500% increase in site traffic. A surge so unprecedented, it crashed Blue Shield’s servers.
We welcomed more than 130,000 new members, one hundred and five percent over our projected growth goal — all with one-third the budget of our closest competitor.