Paid
Competitive Conquesting
Goal: Increase market share and compete with competitive messaging across channels.
Details: The UPS Store had achieved measured, sustainable brand awareness and was eager to increase overall market share. To achieve this, I worked closely with our in-house media buying team to identify competitive spaces across channels in which we could target customers with value-prop messaging. We tested the buy initially in social media, YouTube, and key third-party sites with a focus on small business owners. From there we scaled audiences and product or service focus to diversify and scale our buy.
Performance:
Resulted in $28m in revenue for this campaign alone
25+ million impressions in the first 6 months & increased of web traffic by 200%
Overall market share grew 4% after the first year resulting in outpacing the competitor
Claritas Media Targeting
Goal: Leverage Claritas audience segments across brand awareness media buy.
Details: Understanding the customer is at the heart of everything Acuity Insurance does. Having aligned on a top 7 Claritas audience segments, the Brand team was eager to see how these audiences responded to Acuity messaging. I worked closely with the media buying team to establish an audience-centric strategy that used the insights and demographics of Claritas groups across hundreds of digital touchpoints. We served up curated, personalized content across the top 7 audience groups to better understand their needs and what ultimately drove them to purchase a policy online.
Performance:
Increased onsite revenue from $22m to more than $55m in the first year
Worked closely with vendors to identify alignment with their owned audience profiles and Claritas segments
Saw a marked increase in engagement in several key audience groups and an online conversion rate as high as 50% the highest Acuity had ever achieved
