Case Study

How Grocery Benefits Drove Action

Role: Creative Strategist – Lead Messaging, Concept Development, Performance Optimization & Designer

Results

40,275%

increase in Facebook ad sales

18,891.87%

increase in Facebook lead generation within 8 months

This project proves what happens when human-feeling creative meets real data.

We simplified the message, made the benefit crystal clear, and kept adjusting based on performance—turning a small Medicare perk into a major sales driver across channels.

Slashed Facebook cost-per-acquisition (CPA) by

74%

Boosted Facebook leads in one month by

1,800%

Overview

To stand out during the crowded Medicare Annual Enrollment Period, I built and led a campaign around a simple but powerful idea: the monthly grocery allowance card.

I blended emotionally relevant messaging with data-driven design and behavioral insights, and the results spoke for themselves. I drove record-breaking sales across digital channels.

Challenge

Medicare Advantage marketing often overwhelms or confuses the audience.

I focused on creating messaging that cut through the noise, felt trustworthy, and actually resonated emotionally, especially with older adults feeling the pinch of rising grocery and utility costs.

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Strategic Approach

Visual Anchor: Positioned the red grocery card as a consistent, emotionally charged centerpiece across digital ads, landing pages, and later print.

Dollar Amount Focus: Centered headlines around the specific benefit “Get $1,200/year for groceries”, with supporting use cases like OTC items and utilities.

Cross-Platform Consistency: Applied these concepts to Facebook, Google, and native ads, eventually extending to print mailers.

Geo-Personalized Messaging: Targeted by state to align with users.

Trust Messaging: Integrated humanizing proof points such as:
- “No cost to talk to an agent”
- “We work with many major carriers, but we work for you”