Goal

Our client was a big insurance company that had been providing a wide range of insurance products to customers, including health insurance for individuals. Offering products with a significant price point, our client was interested in returning his customers and attracting new ones. He wanted to determine the effectiveness of programmatic advertising efforts on returning customers and expanding the customer base. So our objectives for the ad campaign was:

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

In the span of one month, the ad campaign achieved the client’s tasks. The analytics proved that our holistic first-party data strategy was efficient at attracting new clients and retaining existing ones.