Overall lead form completion rate
CLIENT
WTW
WTW: Maximising Insurance Renewal Leads
Challenge
Drive insurance renewal lead growth for WTW in a priority European market from a centralised, international marketing setup.
In a constantly evolving business landscape, insurance renewals stand as pivotal moments for companies to reassess their coverage and ensure continued protection. Understanding the significance of this process, our client sought to address that need and deliver relevant information to decision-makers around that time period.
With this challenge in mind, WTW required a campaign that could be executed centrally, while delivering market-specific relevance for French insurance decision makers. One of the primary challenges was effectively reaching local decision-makers who were about to renew their insurance contracts.
Strategy
Reaching the right audience at the right time – delivering local relevance with market-specific execution.
With a keen focus on timing, the campaign was strategically launched to align with the impending renewal season typically observed around January.
To address the primary challenge, Accuracast devised a strategy for WTW to implement precise segmentation and targeted optimisation on LinkedIn, to focus on the right job titles in the target companies.
Execution
Cross-border B2B targeting and optimal ad format selection.
For this project, WTW built several informative documents containing stats, insights, and best practices that would be of interest to the target audience, in particular HR professionals for companies headquartered in France. The challenge was now finding the best way to distribute these assets and identify the ad format that could generate the most leads at the lowest cost.
We tested different formats, including carousels, image ads, and document-based lead generation. Document ads turned out to be the most effective, consistently delivering excellent results. Once the format was identified, we conducted multiple A/B testing with different ad copies and scaled-up the campaign with the best performing one.
Renewal-moment targeting
Creative & message testing for maximum lead gen
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