Carney: 'Everybody loves cute animals'

The press secretary said that the social media campaign was a worthwhile effort to engage consumers.

"Any way that we can get out the basic facts to Americans about the options available to them for the first time is worth trying," Carney said.

The press secretary said that until recently, the media had largely focused on the "political process" by which ObamaCare became law.

Now, he said, focus was turning to those who would purchase insurance on the exchanges.

"It's about providing benefits to regular American families out there who aren't engaged in ... the political struggles in Washington," Carney said.