Success Story

Enroll America

Enroll America Case Study

“We had a broad group of partners, but Rocket Fuel quickly separated itself from the pack. It delivered exceptional performance and helped us better understand how to successfully reach our primary audience. We got such outstanding results that we look forward to working with Rocket Fuel again.”

Adam Stalker
National Digital Director Enroll America

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Goal

Drive leads to Enroll America website

Challenge

Reaching hard-to-find audience with very specific demographics

Product Used

Rocket Fuel for Direct Response, Channel: Social

Advertiser

Enroll America (EA) is a nonprofit, nonpartisan 501(c)(3) organization focused on one goal: maximizing the number of Americans who are enrolled in and retain health coverage. Enroll America is made up of a team of educators, experts, organizers, and connectors dedicated to doing whatever it takes to help consumers get the facts they need about their new health-insurance options and enroll. EA’s strategies are research-based and data-driven. When it realized just how challenging it would be to reach its desired audience, it turned to Rocket Fuel for help.

Goal

  • The original goal was to drive highly qualified uninsured leads to HealthCare.gov through the Get Covered America website
  • $60 CPA

Challenge

  • Finding hard-to-reach, uninsured individuals
  • Trying to locate very specific demographics
  • Limited to consumers in nine states: TX, FL, AZ, NJ, MI, OH, PA, NC, GA

Results

  • Overall eCPA was 55% better than goal
  • Overall eCPA for display was 25% better than goal
  • Overall eCPA for FBX was 75% better than goal. This result was so outstanding that EA has just committed to a second program that will run FBX only.

Product Used

  • Rocket Fuel for Direct Response
    • Channel: Social

Why Rocket Fuel?

  • Rocket Fuel offers both display retargeting and FBX capabilities
  • Its ability to scale and fulfill the large budget – other partners were not able to do so
  • Its optimization capabilities

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the audience for Enroll America? They tend to be:

  • African-American and Hispanic females ages 18-64
  • Caucasian females ages 40-64

Popular Content Categories

  • Health Policy
  • Insurance
  • Career Resources