CASE STUDY

Budget

Insurance

OBJECTIVES

Budget Insurance wished to communicate their offering through a digital market channel, whilst effectively reaching the relevant target audience to drive insurance sales at a cost per lead of R150.

To discover the right new users who were yet to be introduced to the brand into the top of the funnel, obtain relevance of the media to this audience and guide these users down the path to conversion whilst ensuring Budget’s brand safety.

STRATEGY

Mark 1 believed that a data-driven programmatic campaign was the best solution.

Mark1 planned to use a variety of data layers and programmatic expertise to accurately reach Budget Insurance’s target audience and reach the campaign objectives.

EXECUTION

Re-targeting: We installed tracking pixels on Budget’s website which allowed us to identify users that had visited the site. Using this data, we were able to implement a re-targeting strategy which means that the ads would be served to people who had already expressed interest.

Lookalike Audience: We used the data collected before going live to build a lookalike audience. The audience consisted of users that displayed similar online behavior to those that had already converted on the Budget Insurance website.

Contextual Targeting: We made use of contextual data to display the media alongside content that was in the context of insurance products, for example, someone was browsing a car dealership website, an ad for Budget’s car insurance was served.

Cross-Device Targeting: We used our technology to connect a specific mobile device to a specific user who displayed intent on their laptop (and vice versa) at an earlier stage. We then identified which device this user is most likely to convert on and re-targeted them on this device.

Brand Safety: We utilised brand safety technology to ensure that the media was displayed within brand-safe environments.

The Results

Over the three months this campaign ran, 2 268 021 impressions were delivered. This objective put forth by Budget Insurance was met with 3 915 sales leads by way of “Call Me” requests on the site. There were also 45 online sales which came as a direct result of our efforts. We were able to ensure a very low cost per lead of R30,65 (Estimated CPL: R150)

*Please note that these metrics do not include the sales that occurred within Budgets’ call center.

2 058

Clicks Recorded

3 915

Call Me Requests

2 268 021

Impression Delivered

R 119,35

Saving Per Lead

Other Recent Works

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