Allianz Life, a leading provider of retirement solutions, sought to create its first-ever direct-to-consumer online platform called ReadySet. The platform would support consumers who preferred to make annuity purchases independently, online, and without advice from Allianz advisers. The company not only sought to drive sales but also needed to test the viability of ReadySet to inform any future online initiatives.
The marketing challenge: the launch needed to drive awareness of ReadySet, while also providing a strong experience with compelling content from start to finish to drive digital sales and collect platform insights.
Allianz looked to media partner Nina Hale and creative partner Folklore Digital to get the job done.
Nina Hale developed an integrated marketing campaign in two pilot markets: Minneapolis and Seattle. The campaign was a phased approach that built on Allianz’s existing strengths and developed and executed against a strategy that aligned with business objectives.
The results? A performance-driven, test-and-learn framework. And a continual collection of key insights to inform future marketing plans. The campaign included channels like video, display, paid search, paid social, and traditional media.
The soft launch of the campaign generated over 23 million impressions and 56,000 clicks, drove over 37,000 unique site visitors, and delivered an 80% brand lift for ReadySet – 7x higher than industry benchmarks.
Using performance data and reporting from Nina Hale, Folklore refreshed the creative for the second phase of the campaign to continue the momentum and increase brand visibility. Once fully launched, the campaign generated over 59 million impressions and 76,000 clicks, and drove over 55,000 unique site visitors.
At the end of the campaign, Allianz better understood the viability of launching a direct-to-consumer product and shared learnings across the company.