The resolution of the case was one of the largest consumer settlements to-date arising out of a data security breach. Signal was tasked with reaching tens of millions of Americans in the most cost-effective way, establishing trust with the class members, and motivating them to participate in the settlement at a time when the rise of data privacy issues may promote consumer apathy and fatigue.
At Signal, we believe people deserve to know their rights and what they’re eligible for. 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 a class of 147 million Americans.
This first-of-its-kind notice plan optimized the effective reach of class notice per dollar spent and maximized settlement participation.
In finally approving the settlement, Judge Thrash 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. … Most significantly, with several weeks left in the initial claims period, the claims administrator has received in excess of 15 million claims from verified class members, including over 3.3 million claims for credit monitoring. Id., ¶¶ 5, 64-69). The claims rate, to date, thus exceeds 10% of the class.