Objective

Delta Dental’s purpose is improving people’s health by providing access to quality care. This campaign reaches out to two traditionally underserved populations, retirees and gig workers, to drive enrollment with a clear and direct message: you are seen, and there are affordable insurance options for you, too.

Strategy

This campaign celebrates the individual, zooming in on what makes them feel good and aligning the Delta Dental brand with that positive feeling. It targets gig workers on TikTok with playful imagery: outdoor activities, social events and more, all chosen to stand out amongst formulaic advertising and catch the eye while scrolling. It also targets retirees with a Facebook campaign featuring fresh unexpected images of active older people: surfers, skaters, musicians.

Results

Highlights include:

• 1,000% higher click-through rate than the national average for Google Performance Max campaigns (22% vs. 2.2%)
• 825% higher click-through rate on search than the national average (18.5% vs 2.25%)
• 192% lift on organic search for Delta Dental attributable to the campaign

Media