Achieving Remarkable Results by adopting cutting edge technology to serve personalised ads to HBF prospects
- Increase in revenue
- Increase in value per sale
- Decrease in cost per click
- Increase in click-through-rate
HBF told Resolution they needed to gain back their market share, they needed to get more enquiries and in this way more customers.
HBF’s market share in Western Australia (WA) has been shrinking as larger, national competitors enter the market offering cheaper, competitive Private Health Insurance (PHI).
Only 54% of people in WA currently have PHI. HBF wanted to target people who didn’t have PHI and people who are potential switchers, currently with another PHI provider. HBF’s original approach to display targeting was to address both broad and bespoke audiences with generic creative. But we needed to consider the fact that no one person is the same and neither are their reasons for choosing to purchase PHI.
ApproachResolution Digital, working with our marketing and data science team within Annalect, sought to track in-funnel engagements across the HBF site and use this to inform programmatically personalised ad creative.
ChallengeFacing increasing competition and increasing media costs HBF sought to gain more efficiencies across paid media acquisition campaigns.
ResultsHB's new programmatically personalised ad creative not only saw much higher engagement rates but contributed to remarkable improvements in conversion rates.
StrategyHaving defined and implemented advanced data-layer tracking we worked with dynamic creative vendors, CX strategists, designers and ad ops teams to identify, craft and implement advanced programmatic creative.