Your day,
made better

THE ASK

Create a year-round, national Medicaid campaign that connects emotionally, drives self-selection, and navigates regulatory constraints—without tailoring by market. The work needed to be consistent yet compelling across diverse audiences, within a highly segmented and compliance-sensitive landscape.


My role

As the Associate Creative Director, I led the internal creative team in close collaboration with marketing leadership, digital media, legal, and state compliance teams directing the development of all creative assets, ensuring brand alignment, guiding consumer testing efforts, and delivering a complete suite of scalable marketing materials on an expedited timeline.


Strategy

  • Shift from state-specific messaging to a consistent national broadcast campaign to improve speed to market and increase brand awareness.

  • Position UnitedHealthcare as a dependable, everyday partner for members managing the realities of life on Medicaid through deep segmentation and consumer research to define our target—digitally savvy, family-focused, and brand-aware.


Creative Development

  • Messaging and visuals were tested across multiple attributes (reliability, believability, clarity).

  • Rooted the campaign in a unifying theme: "Your day, made better", which tested strongest against other concepts and consistently elicited strong emotional responses.

  • Developed additional creative iterations: Better, Brighter, Simpler, and Healthier, tailored to reflect everyday moments where health plans can ease burdens.

Medicaid Social Media Campaign

AUDIENCE INSIGHT

“Every day is a grind to give my family what we need and deserve.”

Creative Strategy

  • Prove UHC provides the best benefits and support to offer Medicaid plans that work just as hard as you do.

  • Mid-30s, educated, active and tech-savvy self-selector

    “Every day is a grind to give my family what we need a deserve. I need a health insurance brand that works as hard as I do.”

  • As a brand, we bring more than 30 years of Medicaid experience and offer plans that include no-cost extras — such as rides to the doctor, gift card rewards, gym memberships, nutrition support, dental, vision, maternity support and more — to make sure every aspect of your health is taken care of.

THE SWEET SPOT

Uplifting benefits

A concept that communicates all the unexpected ways our value-added benefits can make members’ days — and lives — better, in ways large and small.

Testing and open-ends

As part of our creative process, we tested multiple concepts through both message and visual focus groups with Medicaid members. Our concept, Your day, made <better>, delivered the strongest gains in awareness, familiarity, and consideration—along with standout open-ended responses that reinforced its resonance.

It makes you feel like you’re making the right choice especially if you have kids”

— Creative testing open-ended comments

Results (Q1: Late Feb – End of March)

63M

digital impressions
strong top-of-funnel reach
and awareness

316K

clicks with a 0.50% CTR —
solid engagement in a
regulated space

$1.16

average CPC —
efficient media spend

336K

landing page visits,
319K unique visitors

96%

of users on mobile — reinforcing the need for mobile-optimized creative and seamless UX

+239%

year-over-year in acquisition site unique visitors — signaling major growth in member interest and potential consideration

These early indicators suggest the campaign is effectively breaking through, driving awareness and action at scale, and laying the groundwork for long-term impact.

Looking for more creative?

This case study is under construction. Check back soon for updates or reach out directly.

Additional work