Obama uses top digital agency and Buzzfeed to promote Healthcare.gov

Going where the people are is far from the most innovative strategy in digital marketing, but the way you get there can be. In order to encourage more young Americans to sign up for his federal healthcare program, President Obama took to the Internet, offering rather unorthodox interviews – a tactic that would make even the best digital agency jealous.

On February 12, a top digital agency joined up with BuzzFeed to post ‘Things Everybody Does But Doesn’t Talk About, Featuring President Obama,’ a succinct listicle and video designed to catch the attention of oft-hard-to-reach millennials and get them to sign up for federal healthcare coverage before the February 15 deadline.

While most presidential pitches discuss programs’ advantages in a straightforward, no-nonsense way, the innovative strategy had the president posing in front of a mirror, taking selfies, doodling, and eating milk and cookies. While in front of the mirror, the leader of the free world practiced a bit of a speech, subtly letting viewers know when the deadline was, and that they could purchase health insurance in many cases for less than $100 a month.

Last year, the president used the same innovative strategy for the same purpose, but instead sat for an interview on the serial comedy sketch Between Two Ferns on Funny or Die. This was the first time the president used such a tactic, and found that the strategy innovation worked. The web traffic for HealthCare.gov jumped 40% after the video debuted.

It’s worked again. Obama’s digital media strategy with BuzzFeed has already been watched more than 15 million times.

Content marketing is in no way a new approach, though, as any online digital media agency worth its weight could tell you. About 69% of marketers say that dynamic content is vital to a website and for web design.

And that’s because the content strategy of using unique and dynamic content works. A study from ContentPLUS recently reported that blogs are 63% more likely to influence consumers’ purchasing decision than magazines.

While it’s fair to say that content marketing is nothing new, it’s quite the innovative strategy for a president, especially since the sites he went to lacked the authoritative clout other news outlets might have. This also shows how important it is to have fresh content presented in a dynamic, exciting, new way.

The president also completed an AMA (ask me anything) on Reddit and chatted with YouTube stars Hank Green, Bethany Mota and GloZell Green to promote the health care website.

But the best part of this latest bit in Obama’s innovative strategy, though, probably wasn’t the info given, but getting to see him use a selfie-stick.