Client: eHealth
Project: Medicare Digital Marketing Campaign
Role: Banner Developer & Animator
Overview:
Medicare isn’t typically a topic that excites people. However, eHealth, America’s #1 marketplace for health insurance, wanted to change that narrative by infusing a bit of joy and engagement into their digital marketing campaign. As part of a broader effort to create brand awareness and attract new customers, I was tasked with developing a set of engaging, animated banners that would stand out on the Google Display Network.
Goals:
- Elevate eHealth’s brand awareness and generate interest among potential customers.
- Demonstrate the effectiveness of display advertising through engaging content.
- Utilize Google’s Brand Lift to measure the impact of display ads on brand search interest.
Approach:
To breathe life into a traditionally dry subject, I focused on creating fun and dynamic animations that would capture the audience’s attention. I leveraged Lottie to animate icons, giving them smooth, scalable animations that were both lightweight and visually appealing. These animations were integrated with GSAP (GreenSock Animation Platform) for additional control and interactivity, ensuring the banners were not only eye-catching but also responsive to user interactions.
The Animation Process:
- Conceptualization: The animations needed to be light-hearted and approachable, aligning with eHealth’s goal of making health insurance feel more accessible. I storyboarded ideas that would simplify complex messages through motion, making them easier to digest.
- Design & Development: Using Adobe After Effects, I created the initial animations, which were then exported as JSON files via Bodymovin for use with Lottie. This allowed for smooth, scalable animations that maintained high quality across all devices and screen sizes.
- Implementation: The Lottie animations were integrated into HTML5 banners, where I used GSAP to choreograph the timing, easing, and sequencing of various elements, ensuring each banner had a polished, professional feel.
Campaign Results:
Increased Engagement: The fun, animated banners successfully captured the audience’s attention, contributing to a 45% increase in branded searches and a 33% lift in all health insurance-related search terms for consumers exposed to the campaign.