CCI Personal Insurance

1. Who are we trying to talk to?
2. What do they care about?
3. Why should people choose CCI?
4. What is their next step?

Services involved

• Display advertising strategy
• Display ad management
• Consumer insights
• Transparent reporting

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.

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.

..