SUCCESS STORY
Market
Vertical
Testing
CAC
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FACEBOOK AS A CONVERSION CHANNEL
Based in Europe, Lovys is the First 100% digital insurance company and one of the largest insurtechs on the continent. It offers different insurance products on a single platform (home, cars, pets, electronics and mortgage). The challenge? To promote Meta as a conversion support channel for Lovys within its global channel mix, and to build a structure of Campaigns adapted to Lovys’ conversion funnel from scratch , without a previous history. To do so, we propose an audience and creative strategy with which to carry it out.
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A/B TESTING: KEY TO CAMPAIGN
Hand in hand with the client and supported by the A/B Testing methodology , which allowed us to make decisions based on data on different hypotheses that were being presented to us, we were building each of the campaigns for each of the phases of the funnel [Awareness, Consideration, Conversion]. We were developing different creative pieces for each campaign , using those messages, concepts and value propositions of the brand that best adapted to the type of audiences we worked with in each of the parts of the funnel.
APPLIED METHODOLOGY
In order to achieve and optimize the main objective [CAC] we had to have well defined and aligned the different secondary objectives of reference [Traffic, Leads…] to work on in each of the phases of the funnel to achieve it. Any hypothesis verified through an A/B test allowed us to apply changes and optimizations based on the data. The value proposition and messages communicated in each campaign were adapted to the type of audience and the moment in which the user was in the decision making process.
In the The project lasted 9 months , we managed to gradually lower the target CAC for this channel until it is reduced by 50% , also making Facebook one of the channels that contributed most to the brand’s global sales.
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