Cardinal Innovations Healthcare Solutions requested ZGM to develop an awareness campaign in the greater Charlotte metropolitan area. Having limited brand awareness, the positioning strategy was to educate the public about Cardinal Innovations, demystify Medicaid and reduce stigma of people with mental health issues, intellectual and developmental disabilities and those in recovery for substance use/addiction.
ZGM pitched a campaign based on the “reason” entities like Cardinal Innovations exist. We organized proprietary photography of those who benefit from their services. With a lush, regional feel, we brought a sense of warmth and emotion in order to capture the spirit of the organization. The integrated campaign included digital pre-roll, print, out of home, transit and radio. We allocated a digital roll – out as 49% mobile, 29% YouTube and 22% video.
Avg of 3% click through on overall impressions. YouTube garnered 114,600 impressions with 25,000 dedicated views. Healthgrades garnered the most impressions in targeted digital with gogomix coming in second.
Optimizations and reallocations throughout were instrumental in gaining these results.