NATIONAL LIFE INSURANCE BRAND MEDIA PLANNING OPTIMIZATION … · MEDIA PLAN Away from Family...

WE

DELI

VERE

D Campaign optimization continued to bring down cost per premium over time

and has maintained with scale

WE

TEST

EDW

E DE

VELO

PED

WE

ANAL

YZED

WE

SEGM

ENTE

DW

E CR

EATE

DW

E ST

RATE

GIZE

D

THE ANALYTICS

Measurement based on calibrated top down & bottom up approach with media mix and digital attribution (Visual IQ) .05 .11 .25.32

Model-based attribution weights

MEDIA PLAN

Away from Family

Jazz/BluesPersonal Finance

Online Spenders

Personal Finance

Motor Sports/Nascar Online Spenders (Active)

SOCIAL CONCEPTS

Creative Optimization6 concepts over 10 weeks with approxi-mately 1,000 possible iterations

B

C

Brett is 30 and has been a rising star at his firm. He recently bought his first home. He wants to make the right selection...

Family Matters

Young & Driven

Jean is 37 and she and her husband just had a third child. Jean’s priority is protecting her family. She is likely to spend more time researching...

•Competitors are focused on direct to consumer business

•Competition forunderserved market is intensifying

Industry Market

•Life Insurance growth is flat

•Barriers to enrolling: medical exam, price, need for speed

•Shift to online research and buying

•Consumers seek insurance as part of a financial plan

•Consumers are underinsured

Competitors

THE VALIDATION

THE RESULTS

THE AUDIENCE

MEDIA PLANNING & OPTIMIZATION CASE STUDYNATIONAL LIFE INSURANCE BRAND