Strategy Case Studies

Client: National health insurance provider

Problem Area: Customer engagement was declining

Underlying Causes: Marketing messages were undifferentiated.

Our Solution: Data from nationwide focus groups was leveraged to create a segmented messaging strategy designed to compel members to address specific healthcare risk areas. Mercury developed all program communications and data structures—over 400 possible condition sets—enabling our client to speak to and guide each member and his/her physician on an individual basis.

Client Benefit: As planned from the outset of the engagement, Mercury successfully transferred all program elements to the client, who continues to implement this complex national program with great success.

Client: National toy retailer

Problem Area: Customer engagement was declining.

Underlying Causes: Customer communications were strictly promotional and failed to provide useful and interesting information.

Our Solution: Mercury saw the opportunity to create a program that would enable our client to introduce a new way of engaging with its brand while establishing a sound retail data entity. In less than 6 months, Mercury developed, launched—through 600 nationwide retail locations—and established ongoing support for The Clubhouse, an online destination with interactive content for parents and children. The program is supported by an extensive single database that now drives personalized continuity communications.

Client Benefit: In its first 4 months, 60,000 members enrolled in this program, with customers staying on the site for an average of over 3 minutes per visit and referring at a rate of 17% (impressive email metrics included 76% open rate and 31% click-through).