Insurance Digital Paid Media Success Story
Fortune 500 Insurer Triples Agent Enrollment in Digital Marketing Packages to Drive Leads
Challenge
A leading personal lines insurer was trying to help their local insurance agents drive leads, so they offered their partners a 50% subsidy to cover the costs of running digital paid media packages that leveraged a variety of marketing tactics and three different monthly budget options. Unfortunately, agent enrollment was low. The insurer tasked BrandMuscle with evaluating the program to increase agent enrollment.
Solution
After analyzing the initial program structure, performance, and agent feedback, BrandMuscle recommended refocusing the program around lead-generating tactics only and offering additional monthly budget options. BrandMuscle restructured the program, and the insurer re-launched the program with three key adjustments:
• All package options were moved to paid search only, as opposed to paid social and display ads
• A new starter package was introduced at a lower budget point
• Insurer increased their subsidy on all packages from 50% to 75%
Results
200%
increase in subscriptions
166
new agents enrolled and engaged
146%
increase in highly targeted, localized digital media aligned with the customer journey’s critical early stages