Case Study
Challenge
A new piece of legislation threatened to introduce regulatory hurdles that would harm healthcare providers. Insurance industry lobbyists aggressively lobbied for bipartisan support from Congress and the White House anticipated passage of the bill in early September. A coalition of healthcare providers enlisted Applecart in the hopes of being able to reach key legislators with their message and prevent the passing of the bill.
Solution
Applecart created custom audiences comprising the networks surrounding 99 undecided legislators across 33 states, promoting direct mail and digital advertisements personalized to each undecided legislator directly to their closest professional and personal connections, saturating their information environments with the coalition’s message.
The Results
By September, dozens of legislators had backed away from the bill, saving our client billions of dollars.
A prominent news outlet quoted a congressional aide saying, ”They’re throwing the full kitchen sink at our efforts” in response to our high-intensity campaign, even though the audience was limited to only undecided Members and their closest connections.
Numerous chiefs of staff were alarmed and reported to the coalition that the ads against their boss were “everywhere.” Shortly after the August recess, one U.S. Senator took to the Senate floor to present one of our mailers in hand and delivered a floor speech on the issue.
As a result of our work, the bill was stalled before passage with minimal support from either party.
