Case Study
Guaranteed Lead Generation and Technology Integration for Specialty Insurance Lines
A digital & cloud native startup in insurance, aiming to build world’s best insurance experience in the field of specialty insurance lines, including manufactured homes (owners and renters), bikes, boat etc. CoverTree needed a guaranteed lead generation strategy ensuring geographic accuracy and specialization in manufactured homes insurance. In addition, they needed a technology integration of marketing with their existing tech.
- Specialty insurance and a launch in only a couple of states in the USA required serious localization and specialization of the insurance sold. No existing Web presence while significant existing competition from the giants added to the challenges.
The Challenges
The Challenges
Specialty insurance and a launch in only a couple of states in the USA required serious localization and specialization of the insurance sold. No existing Web presence while significant existing competition from the giants added to the challenges.
Solution Offered
By NAKS
We leveraged a right combination of ad spends, affiliate and influencer marketing with the following important considerations:
- All content/ads were to be optimized for demographics and geo clusters with high manufactured homes densities
- Starting with awareness campaigns
- Focusing on ensuring a transparent tracking
Campaign Execution
We started with building a deep understanding in the business domain, which led us to:
- Define the target segments with great accuracy
- Create winning communications and engagements
This followed by building a blended campaign with two buckets: awareness campaign and lead generation.
Gradually increased the budgets on the lead generation bucket yielded the desired results.
Technology integrations with the client platform helped ensure a right and transparent tracking, as well as a quick problem-solving.
We started with building a deep understanding in the business domain, which led us to:
- Define the target segments with great accuracy
- Create winning communications and engagements
This followed by building a blended campaign with two buckets: awareness campaign and lead generation.
Gradually increased the budgets on the lead generation bucket yielded the desired results.
Technology integrations with the client platform helped ensure a right and transparent tracking, as well as a quick problem-solving.
Campaign Execution
Impact
- 250K views across Facebook & Instagram in 2 months
- 20+ campaign videos promoted across platform in 2 months
- 2X lower CPL than industry standard
- 7000+ followers on FB and IG in 2 months