Best Insurance Integrated Ad Campaign

We identified the need to engage with younger customers. The goal? Interact with this typically underinsured cohort in a way that highlights the relevancy of Life Insurance to their respective life stage, ultimately encouraging millennials to consider insurance cover. We developed an omni-channel campaign around the concept of ‘adulting’ and the endless responsibilities that come with it. Using an Outgrow integration we built a quiz on the Cigna site, which assessed the users’ adulting ability. The questions gave us insight into the users’ life stage, such as whether they owned a house or had children. This data means we now have the opportunity to create a great PR campaign. To drive traffic to the quiz, we tapped into a pre-qualified radio audience and amplified campaign messaging through promotional trailers and posts on the radio’s social platforms. We incentivised participation - users were in to win one of 5 $500 cash prizes. We transferred email leads to Marketo lists, cookied all landing page visitors and added users to remarketing lists. Personalisation was key. We weaved the adulting narrative through a Facebook remarketing journey and a drip email campaign. We served users custom creative based on their ‘adulting type’ and leveraged the users’ quiz answers to craft tailored email copy. The campaign generated 2856 leads at a CPL of $3.50. Our social media content reached 15K, of which 588 commented. 63% of the campaigns’ audience were below 34 years of age - a 90% improvement on the Cigna site’s average user age!

Contributors:

Chief Marketing Officer:	Vince Warnock
Digital Marketing Manager:	Nathan Meffan
Senior Marketing Specialist:	Lisa Campbell
Senior Content Producer :	Blair Kemp
Content Producer:	Jordan Malthus
Client Service Manager:	Sam harris
Experience Optimisation Lead:	Q Walker

UPRISE DIGITAL

Location: New Zealand