After successfully using Facebook to focus on narrow audiences made up of existing or likely customers, IDI Insurance wanted to expand its activity to reach people who might not be in the market for car insurance yet, but would soon be.
Working with its performance agency K Logic and creative agency BBR Saatchi & Saatchi, IDI Insurance decided to create a “full-funnel” Facebook campaign to take car owners from consideration through to purchase. This kind of campaign strategy seeks to create a customer journey by first raising brand awareness broadly before narrowing marketing efforts to reach the people most likely to make a purchase. Often, these are people who engaged with Facebook ads in the early phases of the campaign.
To achieve the best results in the first consideration phase, IDI Insurance adjusted the tone of its messaging and creative from an immediate call to action to what makes IDI unique, giving people a reason to consider IDI as their next car insurer. Different targeting and several new campaign objectives were also added, such as traffic, video views, and reach and frequency. This new approach allowed IDI Insurance to reach a broader audience with more complex messaging
The customer relationship management team quickly reported more quote requests and sales, and a conversion lift study confirmed that the increase in ad spend drove additional conversions at a cost that was well below the target. IDI Insurance has now incorporated what it learned from this campaign into its ongoing campaign strategy