NATIONAL LIFE INSURANCE BRAND

MEDIA PLANNING & OPTIMIZATION CASE STUDY

Industry Market Competitors
WE STRATEGIZED

•Consumers seek •Competitors are focused on direct to

•Life Insurance growth is flat insurance as part consumer business
of a financial plan
•Barriers to enrolling: medical •Competition for
exam, price, need for speed •Consumers are underserved
underinsured market is
•Shift to online research and intensifying
buying
WE SEGMENTED

Jean is 37 and she and her husband Brett is 30 and has been a rising
just had a third child. Jean’s priority is star at his firm. He recently
protecting her family. She is likely to bought his first home. He wants
spend more time researching... to make the right selection...
Family Young
Matters & Driven
THE AUDIENCE
WE CREATED

B
Creative Optimization
6 concepts over 10 weeks with approxi-
mately 1,000 possible iterations
C

SOCIAL CONCEPTS
Away from Family
WE TESTED

Jazz/Blues
Personal Finance
Online Spenders
Motor Sports/
Nascar Online Spenders (Active)
THE ANALYTICS Personal Finance
WE DEVELOPED

THE VALIDATION

Model-based attribution weights

WE ANALYZED

Measurement based on calibrated top down & bottom

up approach with media mix and digital attribution
.32 .11 .25
(Visual IQ) .05
MEDIA PLAN
WE DELIVERED

Campaign optimization
continued to bring down cost
per premium over time

and has maintained with scale

THE RESULTS