Campaigns and Performance Marketing
The Problem: Root needed differentiated marketing creative to break through in an industry crowded with advertising.
The Action: I led the development of a wide variety of campaigns and performance ads, learning from the results and optimizing creative to deliver on business objectives.
The Result: I created a number of our all-time highest performing creative assets, leading to 3x policy growth and up to 50% increase in brand awareness in target markets.
Developing the creative formula for growth
In the early days, we experimented with a wide variety of performance ads until we found the messages, visual languages, and storytelling structure that optimize for conversion. After testing and optimizing based on learnings, we found our first major success and built our first integrated campaign around it in Colorado.
Our key metrics saw a lift of 15-50%, leading us to invest more into integrated campaigns with TV, radio, billboards, OTT, activations, and more.
Learning and optimizing campaigns
Our initial campaign had successfully raised brand awareness and recall, so the next step was to scale into a true integrated campaign with dedicated assets for awareness, consideration, and conversion. Building off the insight that “Better drivers deserve better rates” tested as one of our most compelling messages, I led the development of this campaign with a strong customer-centric theme.
A campaign built to differentiate
Insurance companies spend billions on advertising a year. To break out in a crowded field, we developed a creative tone of voice that separated us from our competitors. This campaign, segmented to potential customers in Colorado, truly leaned into that theme of differentiation, while poking fun at the industry advertising techniques.
