CCI Personal Insurance
How we increased online conversions by 329% with display advertising
About the project
CCI Personal Insurance is not your everyday insurance company. Not only do they provide insurance protection, they give back to the Catholic community. With a strong cause at heart, we needed to develop a strategy which would strongly communicate the company’s values to the Catholic community. We did this using some unconventional targeting tactics across the Google Display Network.
Results
329%
Leads received
20.75%
On page conversion rate
73%
Increase in revenue

We started by considering...
- Who are we trying to talk to?
- What do they care about?
- Why should people choose CCI?
- What is their next step?
Services involved
- Display advertising strategy
- Display ad management
- Consumer insights
- Transparent reporting

The strategy
25% of the Australian population considers themselves to be Catholic (2006 Census) and therefore the market constitutes an existing audience of Catholics.
However, CCI Personal Insurance was relatively unknown. Which meant that many of these Catholics were purchasing car and home insurance without realising there was an alternative which would serve the greater purpose of giving back to the Catholic community.
To build awareness within the Catholic community, we began by contextually placing ads across Catholic websites, blogs, articles and YouTube videos.
How we did it
The tactics we put in place to drive expedient growth.

Grabbing attention
The nature of the banners meant that it was possible to gain attention from browsers while they were consuming faith based content. By disrupting them with the CCI message, we were able to gain clicks from those who wanted to learn more about how they could give back to the Catholic community. The banners also helped to reinforce the CCI Personal Insurance brand. This in turn would help build brand awareness, which would assist brand recall when people were re-considering their insurance options.
Tested creative
The CCI Personal Insurance brand was new when we began advertising so we were able to test how the brand was communicated via the creative. Initially we began by presenting the insurance message first:
“Insure your home and give back to the Catholic community”
Then tested it against the values message at the forefront:
“Give back to the Catholic community. Insure your home with a Catholic insurance provider”
We also tested product based imagery against images from the community programs that CCI Personal Insurance supported. As the brand and product evolved, we continued to test themes including discount offers and product benefits.

Explored targeting options
While targeting Catholics through the options of keywords and interests, we explored targeting traditional insurance-based terms, and pairing this strategy with the Catholic message. While the Catholic campaigns were receiving clicks, the people clicking were not necessarily “in the market” for a new insurance provider. In fact, the insurance targeting saw higher conversion rates than the Catholic targeting.
By covering both bases and consistently differentiating the product using the Catholic promise, we could generate awareness while improving market share.
Optimised for conversions
As the campaign evolved we began gathering enough data to optimise. For instance, we came to understand how the awareness clicks were influencing other campaigns and allocated budget accordingly. We also analysed messaging against device clicks and optimised our bids to show ads which had historically performed well across mobile and actioned the same for desktop and tablet.
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Tracked, analysed and adapted
Transparent reporting is very important. Each step along the way we shared our insights, to help CCI Personal Insurance understand how Catholics were connecting and what resonated with their audience. We regularly shared our recommendations to optimise or test the campaigns, and our strategies to achieve our goals.
We also made sure we kept one eye on the present and one in the future, so every 6 months we would make small adjustments in our overall strategies and every 12 months, we re-defined our major campaign goals.
Expansion
Through learning what works for the brand across display we have been able to expand the activities, running quarterly campaigns set by the CCI Personal Insurance marketing team. By replicating our targeting methods across different creative we have provided consistent and valuable feedback as to how the market responded to each offer. Through our analysis, we considered the whole picture, from ad to conversion which has assisted CCI Personal Insurance in optimising on page user experience to convert more of the clicks, more of the time.
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