Overview
One of the nation’s largest health insurance providers partnered with IntentKey to reach consumers throughout Open Enrollment. Rather than relying on static audience segments, IntentKey audience models surfaced distinct buyer types including Active Shoppers, Coverage & Benefits Seekers, Subsidized Seekers, and Cost-Sensitive Consumers.
By analyzing the concepts and motivations driving each audience, IntentKey delivered segment-specific messaging and strategic media recommendations that complemented the client’s search and social campaigns.
In a geographically targeted campaign, IntentKey delivered 37.6 million brand-safe impressions and 38.9 thousand clicks across premium inventory while providing actionable audience intelligence throughout the enrollment journey.
Following the campaign, the client reported stronger year-over-year enrollment performance and recognized the ongoing value of IntentKey’s audience modeling, insights and strategic guidance.
