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Challenge

The big players in life insurance spend millions to generate sales leads; by outbidding on the top search terms, a lot of cold calling and running emotionally manipulative ads.

So, for a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy generation interested in life insurance, ahead of traditional life stage triggers.

Solution

To disrupt the life insurance category we used something unexpected... a mullet. To match IndieFin’s unique product, we created a unique campaign that demonstrated how IndieFin offers you ‘business at the front’ with world class life insurance and ‘party at the back’ with free money.

We used campaign collateral across digital platforms to not only build awareness in top-down cross-channels but also using variations of the campaign collateral and ad-mediums within channel to move users from low-engagement to higher-engagement touch-points.

We designed creative to adapt to the user’s journey from awareness to engagement to hard working retail to remarketing for those that didn’t convert the first time round.

We allocated spend against achieving a certain performance in terms of impressions, views and visits, but also against the staggering of ad-mediums, in the role it had to play to build intent.

Results

In the ultra-competitive field of life insurance, every campaign element contributes towards moving people towards a sale.

IndieFin’s Mullet campaign outperformed our previous campaign benchmarks from the get-go.

On the day of our YouTube takeover, the IndieFin site experienced its highest Start Onboarding Conversion Rate for the campaign period, and within 48 hours, the Tebogo Mullet youtube video got 150k views.

Total website traffic increased by 21%, the number of email leads generated spiked by 32% and the search cost per click (CPC) decreased by 98%.

Sales over the same period soared by 39% and APE (the life insurance industry’s measure of revenue) was boosted by 69%.

Significantly, 76% of IndieFin policyholders are below 40 – the complete inverse from established life insurers customer bases who are struggling to attract a millennial audience.