CASE STUDY
Digital Innovation Drives Significant Lead and Sales Growth
BACKGROUND
Aflac is a Fortune 500 company and leader in the voluntary/supplemental insurance category. For over 60 years, Aflac has focused on providing customers with addition insurance options that pay cash benefits directly to the individual. Aflac’s business model focuses on four key revenue-generating segments: individuals, business, agents and brokers.
Media
- Paid Social
- Paid Search
Digital
- User Experience Design
- Insight & Analysis
Strategy
- Audience Design
- Test Planning
- Messaging Strategy
The Challenge
Everyone knows Aflac, yet few actually know what Aflac sells.
If you’ve watched television in the past 30 years, chances are you’re familiar with the Aflac Duck. Like many insurance companies, Aflac has built itself into a household name by investing in traditional media heavy brand building. That has made Aflac one of the most recognizable brands in America, but most people don’t know what the company sells. This understanding gap had a ceiling effect on lead generation, which negatively impacts their sales pipeline.
We partnered with Aflac to build a unified direct response program aimed at driving conversion lift across each of its business segments.
THE SOLUTION
Activation strategy drives results within first 30-days
Our go-to-market strategy focused on the core principle that optimization is the engine that actually drives marketing growth — audience, channel, messaging — which is perfected not just through interpreting research and past reports, but through iterative testing. This methodology formed the cornerstone of our three phase improvement plan to drive incremental lead volume, improve lead quality and ultimately optimize toward revenue-generating products.
Results
194% Increase in Consumer Leads
31% Increase in e-Commerce Sales
257% Increase in B2B Sales Leads
"Within the first 12 months, our consumer leads increased 194% and e-commerce sales increased 31%, while also delivering a 257% increase in B2B sales leads...”
Aflac
- Tested media mix expansion toward incremental lead and revenue growth, rather than optimizing towards easy wins.
- Activated a robust media testing roadmap focused on audience segmentation, sequential messaging and product-focused creative.
- Enhanced the experience of core owned properties through digital optimization, experience testing and user research.
- Integrated marketing data with Aflac's business outcomes to understand the true impact of the marketing mix.
