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 2^nd 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.

1. Creating great digital assets – Fresh, mobile intuitive landing pages created with OTP verification deployed
2. 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
3. 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
4. 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
5. 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

1. Dashboards & Reporting
   • Customised dashboard was created for to give information on performance of creatives, subject lines and publishers and conversions
2. Optimizing supply
3. Supply Categorization
   • Publishers were categorized in three buckets basis performance of leads
     • Green – Continue
     • Yellow – Observe
     • Red – Stop
4. Bucketing Algorithm

• Leads were categorized into Positive & Negative buckets basis call disposition
• Follow ups were done basis this bucketing

1. 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

1. 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

1. 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.