Blue Cross Blue Shield
The Signal
Every assumption pointed to tenured employees. People deep enough in their careers to be thinking about benefits. People already in the consideration window.
Origin found the opposite.
Federal employees under 30 -- new hires who had barely cleared onboarding -- showed the strongest emotional response to vision insurance messaging of any segment. Attention spiked. Empathy spiked. In ways that older, more experienced audiences simply didn't match.
Not the ones who'd been around long enough to know the benefits. The ones who hadn't. The ones who were just realizing they needed to pay attention.
The brief would never have found them. The brain did.
The Decision
GlassView shifted delivery toward the frontier segment -- concentrating impressions across lifestyle and government-focused environments where new federal hires were actually present and receptive.
The messaging didn't change. The audience and the context did -- in real time, around the signals that were already working.
The Proof
76% lift in brand awareness among employees previously unaware of the FEP plan.
The audience Origin identified as most emotionally engaged became the campaign's highest performer. No one saw them coming. The brain signal did."