Agency leverages Basis’ programmatic buying power and partnerships to bring awareness to COBRA, delivering up to a 50% better CTR.
The Department of Labor (DOL) partnered with CMRignite, a strategic marketing agency based in Milwaukee, to launch a nationwide awareness campaign aimed at educating the public about COBRA premium health insurance assistance. Under COBRA, a person who was previously covered on a health plan that is no longer active can elect continuation coverage due to a qualifying life event.
CMRignite used the Basis Platform to launch a highly targeted digital campaign across several channels. The goals of the campaign were to::
Programmatic, CTV, audio, display, and DOOH
Retargeting, behavioral, demographic, and contextual targeting
PMPs: Hulu, SpotX, SlingTV, Spotify, Pandora, iHeart, and more
Market and consumer insight and research
490 million total impressions delivered nationally
50% better CTR performance vs. industry standard
4.4 million total COBRA webpage views throughout campaign lifecycle