Overview

As one of the Creative Leads for Blue Cross Blue Shield’s expansive Open Enrollment campaign, I spearheaded creative direction and design across multiple platforms and product segments. The campaign targeted diverse audiences across Illinois, Texas, Oklahoma, and Montana, emphasizing affordability, accessibility, and tailored health plans. My role encompassed the end-to-end creation of deliverables for various sub-brands, including MyBlue Health, Blue Precision, and Gig Workers.

Responsibilities: Creative Direction, Concept development, Art direction

Agency: MERGE

Campaign Scope

We helped Blue Cross Blue Shield execute a comprehensive campaign spanning Illinois, Texas, Oklahoma, and Montana during the Open Enrollment Period. The campaign targeted diverse demographics, including self-insured individuals, gig workers, and various cultural communities. Key deliverables included digital assets such as paid social ads, Google Discovery ads, and HTML5 banners; broadcast elements like DRTV spots and bilingual voiceovers in English and Spanish; and outdoor advertising through billboards and print. Additionally, hyperlocal campaigns were tailored to specific audiences with multilingual outreach in English, Spanish, Vietnamese, and Mandarin.

HTML Table Generator

My Role

I led the design team and collaborated with copywriters, account managers, and media strategists to ensure client objectives were met. I personally designed and refined assets for key campaigns, including MyBlue Health, Gig Workers, and Blue Precision, maintaining exceptional quality across all deliverables.

Results

40% increase in volume for telesales and web leads, boosting applications by 200%YOY

Visual HIghlights

1. MyBlue Health - Affordable Coverage For Texas

Objective: Promote expanded network access and $0 copays.
Deliverables:
- :30s DRTV spot featuring dynamic animations and voiceover
- Paid social carousels and banners in English/Spanish
Results: Achieved a 25% increase in enrollment leads in the target market.

2. Gig Workers

Objective: Educate gig workers about low-cost health insurance benefits.
Deliverables:
- Multilingual DRTV spots and paid social videos
- Static digital banners emphasizing flexible plan options
Results: Significantly improved awareness among gig economy audiences, resulting in increased engagement metrics.

3. Blue Precision

Objective: Provide comprehensive information about health insurance options available through Blue Precision Plans to empower informed enrollment decisions.
Deliverables:
- Multilingual paid social videos targeting diverse audiences
- Static digital banners highlighting affordable and flexible health insurance options
Results: Increased enrollment rates and improved customer understanding of plan benefits, particularly among underserved demographics.

Concept	Updated/New	Deliverables	Audience	Language
MyBlue Health	New	:30s DRTV/VAC and Paid Social/Digital Banners	TX, OK	English/Spanish
Gig Workers	New	:60 and :30 DRTV, PTV, VAC and Paid Social, Digital Banners	IL, MT, OK, TX	English/Test Test
Near Miss	Updated	:60 and :30 Reworks of prior DRTV/VAC	IL, MT, OK, TX	English/Spanish
Voice of Reason	Updated	:60 and :30 Reworks of 2022 DRTV, PTV, VAC and Paid Social, Digital Banners, OOH	IL, MT, OK, TX	English/Spanish
Budget Focused	New	:60 Radio and Paid Social/Digital Banners. Concept repurposed for Medicaid	IL, MT, OK, TX	English/Spanish
Coundown Banner	New	Digital Banners	IL, MT, OK, TX	English/Spanish
Over 50	New	Paid Social and Discovery Ads	IL, MT, OK, TX	English
IL Blue Precision	New	Paid Social and Discovery Ads	IL only	English/Spanish
Entreprenuer	New	Paid Social and Discovery Ads	IL, MT, OK, TX	English/Spanish
Enroll Now	New	Paid Social and Discovery Ads	IL, MT, OK, TX	English/Spanish
Texas State Fair	New	Facebook Only	TX	English/Spanish
Hyperlocal	New	Print and OOH	IL, OK, TX	English/Spanish/ Vietnamese/Mandarin