CASE STUDY: Sourcing and engaging a new audience for Aviva
Provided by International Business Times
Using the strength of Adprime's Health Platform to source and engage a new audience for Aviva Healthcare.
What was the Challenge / Background of the Campaign?
Aviva provides around 34m customers worldwide with insurance, savings and investment products. They are the UK's largest insurer and one of Europe's leading providers of life and general insurance. They combine strong life insurance, general insurance and asset management businesses under one powerful brand. They are committed to serving their customers well in order to build a stronger, sustainable business, which makes a positive contribution to society, and for which their staff are proud to work. They were seeking new business to engage a fresh audience.
What was the Campaign Objective?
The campaign objectives were two-fold on this activity. Firstly, to source and engage a new audience for Aviva Healthcare Insurance across Adprime's health platform and secondly to drive CTR.
What was the Solution?
Adprime Media operates several niche ad networks specialising in specific categories helping advertisers reach the right audiences - the most relevant for this client was the Health platform. We created two custom built audience segments to engage the right people at the optimum time. The first was a consumer audience who are searching for and viewing content and sites related to generic health. The second segment was patients - an audience who are searching for and viewing specific conditions.
What were the Results?
Adprime's advertising solutions include both brand marketing and direct response by leveraging expertise, reach, extensive targeting and optimisation to accomplish marketing objectives - this was vital to the success of this campaign. Our cutting edge technology and dedication to success gave Aviva insights and learnings into their audience. Both audience segments drove strong CTR at 0.10%+ and the campaign is now in its third flight of activity with Adprime.
What were the Key Learnings of this Campaign?
This was a niche campaign engaging new audiences for Aviva Healthcare. Adprime were able to optimise the campaign by continuously monitoring performance on websites. Impressions were shifted to the highest performing placements and underperforming sites were immediately removed. By only offering highly visible placements on prominent positions we were able to leave an impression on our audience with high impact units that captured and engaged.