How we ensured the success of the most expansive data breach settlement ever
The resolution of the case was one of the largest consumer settlements arising out of a data security breach. Signal was tasked with reaching tens of millions of Americans efficiently, establishing trust with the class members, and motivating them to participate in the settlement. This all happened in an environment where the rise of data privacy issues encourageds consumer apathy and fatigue.
By leveraging a suite of digital technologies and applying best practices in consumer research and large-scale commercial and political advertising, Signal successfully reached 90% of the class—and engaged them.
This first-of-its-kind notice plan optimized the effective reach of class notice per dollar spent and maximized settlement participation, driving a claims rate of 10%—10x higher than most recent class action settlements.
In finally approving the settlement, the Honorable Judge Thomas W. Thrash, Jr. of the U.S. District Court for the Northern District of Georgia credited Signal’s “innovative and comprehensive” notice program for high participation rates.
“As a result of the notice program and extensive media coverage, the response from the class has been unprecedented.”
Order Granting Final Approval of Settlement, Equifax, Inc., Customer Data Security Breach Litigation (MDL Docket 2800, United States District Court, Northern District of Georgia)
The Wall Street Journal, 7/22/19
