Objective of the Campaign
A leading life insurance company in India was looking for alternate digital channels to drive efficiencies and aligning media and call centre together as these were earlier run by 2 separate teams and real time date sharing was lacking causing inefficiencies upwards of 40%.
Challenges:
- Digital channels other than Google and Web Brokers were not working – there were issues with Quality, Quantity and Consistency
- Media and Call Center functions were not aligned properly creating inefficiencies, tech issues and delayed feedback
Objectives:
- Finding alternate digital channels for sourcing
- Removing inefficiencies between call centre and media
- Creating and end to end system for delivering better advertiser ROI by reducing the Cost of Acquisition
Campaign/Project End Result
- Columbus is now the 2nd largest digital partner for the brand
- Lead to Policy sold conversion rate grew by 4X
- 6% Contribution by Columbus to total sales
- The client saw 300% increase in return on Ad Spends
Overall Strategy
Columbus 3 pillar framework was deployed:
- Creating great digital assets – For better prospecting
- Optimizing supply – Identification of good and bad sources, with corrective action
- Deploying technology solutions – Implementing technology to further strengthen and grow the process.
Creative Strategy
Columbus Tele-Assis model deployed where Lead sourcing and Calling was brought under one umbrella.
- Creating great digital assets – Fresh, mobile intuitive landing pages created with OTP verification deployed
- Landing Page
- Vanity domain: https://www.maxlifeinsurance.online/
- Mobile intuitive page was created with faster load times and excellent visual appeal for easy sign up and more leads
- 100% control with own tracking code and technology
- Creatives
- 1000+ combinations derived with multiple publishers, creatives & subject lines
- Creative & subject line closely tracked for campaign fine tuning to get the best performance. Combinations changed basis performance
- Aligning Components
- OTP Implementation on Landing Page – for good quality leads and better contactability
- API for bringing leads into CRM – Leads were fetched into CRM on a real time basis for immediate calling
- Real time calling led to better connectivity. Attention was given to freshness of leads and hence the user response was great
- Mystery shopping and surprise checks were implemented to ensure no gaps and all components functioning properly
- Continuous audit of Media & Call Center to capture feedback quickly and improve the media mix
- Bring Tele-Assist Together
- Landing page creation & hosting, lead management, call center – all managed in one place to ensure smooth functioning of the process and fast response time
- Dashboards & Reporting
- Customised dashboard was created for to give information on performance of creatives, subject lines and publishers and conversions
- Optimizing supply
- Supply Categorization
- Publishers were categorized in three buckets basis performance of leads
- Green – Continue
- Yellow – Observe
- Red – Stop
- Publishers were categorized in three buckets basis performance of leads
- Bucketing Algorithm
- Leads were categorized into Positive & Negative buckets basis call disposition
- Follow ups were done basis this bucketing
- Expanding Reach
- Integration done with new type of publishers (Form based Emailers) and high traffic platforms (Railyatri) for enhancing lead quality & quantity
Innovation that drive Effectiveness / ROI Creative Tags/Snippets & other details*
Columbus Tele-Assis model deployed where Lead sourcing and Calling was brought under one umbrella
- Tech Smarts
- Artificial Intelligence based chatbot was launched to improve prospecting and making it more engaging and interactive, providing premium quote in the prospecting journey itself
- Re-engagement
- Users who dropped off during various stages of the funnel were re-engaged with a new Click to Lead method, where Click = Lead.