Strategy Case Studies
Client Profile: National health insurance provider
Marketing Gap: “Wellness” program messages were not personalized, limiting their
effectiveness.
Our Insight: Mercury conducted and leveraged insight from nationwide focus groups to
determine the optimal messaging strategy that would compel the audience to address specific healthcare
risk areas.
Our Solution: With this robust insight base, Mercury developed all program communications
and data structures—over 400 possible condition sets—that enabled our client to speak to and guide each
customer 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 Profile: National toy retailer
Marketing Gap: Unintegrated marketing infrastructure (data and websites) limited
brand engagement.
Our Insight: 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.
Our Solution: 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).
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