Programmatic campaign for insurance companies
How we increase the number of retained members by 45.6% as a direct result of the comprehensive programmatic strategy
Goal
- Acquiring new members with increasing the number of requests of the insurance plan;
- growing lifetime value of current members.
Ad Strategy
The client has a specific audience. That’s why it was hard for him to reach and engage them to boost conversions for a long-term period and maintain a high level of repurchase. In order to reach his goals, we focused on attracting potential consumers and maintaining the interest of “old” ones. We solved this multi-tiered challenge by working in several directions and keeping a first-audience approach.
We launched the multi-channel ad campaign, targeting users with a higher likelihood of conversions. Using social and banners ads, we increased engagement and won the trust of potential customers. Search ads as well as retargeting helped us drive conversions. Our team leveraged custom segments of the audience created with NT DMP and the client’s CRM data to provide deeper engagement and more value users actions throughout all the buyer journey touchpoints.
As we worked in both directions, our client saw improvement in each direction of the ad campaign — attracting new customers and retaining existing ones. As a result of AI optimization, working on segments of audience and advertising channels, we achieved a decrease in cost per lead by 4.3%.
RESULTS
