Hole-In-One, Anyone?

Insured Creativity

Insured Creativity (ICI), a specialty insurance provider in the world of sports, entertainment, and promotions, engaged our Integrated Account team to develop a new approach to marketing specialty insurance products, beginning with hole-in-one insurance.

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SCOPE OF WORK
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Paid Media
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Analytics & Reporting
Experiential
Creative
Digital
Social & PR
Brand Partnerships

Background

It's tournament day. You arrive to freshly rolled greens, a gentle breeze, a sun-filled sky, a filled tee sheet, and sponsors aplenty. Sounds like a golfer’s dream. And it is... only one thing could make it better: winning the hole-in-one prize.  

Insured Creativity (ICI), a specialty insurance provider in the world of sports, entertainment, and promotions, engaged our Integrated Account team to develop a new approach to marketing specialty insurance products, beginning with hole-in-one insurance. Typically, an insurance broker is required to facilitate specialty insurance policy purchase, but ICI was going to offer its products direct to the end user via an innovative eCommerce platform.

Three men on a golf course laughing and conversing while holding golf clubs.
Examples of Insured Creativity sponsored digital Facebook and Google ads, displayed on a mobile device.
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Challenge

Although insurance is not the most sought after product, it is a vital one that provides peace of mind and security. And it is a difficult category to gain attention in, but the right messaging can capture interest and help shed light on the value and protection offered.

Challenge

Although insurance is not the most sought after product, it is a vital one that provides peace of mind and security. And it is a difficult category to gain attention in, but the right messaging can capture interest and help shed light on the value and protection offered.

Examples of Insured Creativity sponsored digital Facebook and Google ads, displayed on a tablet.
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Solution

Our approach to combat that entrenched mindset was to pinpoint select audiences from Ontario to B.C. and position hole-in-one insurance as an unexpected opportunity. Knowing there wouldn’t be mass demand for such a specialized product, we identified prospects with pre-existing interest in golf or golf tournaments — a few were expected (golf pros and tournament or corporate event planners), others were unexpected and intended as test-use cases (small/medium business owners who also love golf).

With a limited media budget, we selected channels where we could best segment those audiences and logically target messaging — from paid search to LinkedIn and Facebook/Instagram. Then, we carefully curated content that kept messaging simple, tailored, and value based. Our goal was to show golf pros and event planners that insurance could easily be purchased online while educating golf-keen business owners that hole-in-one sponsorships could help them grow revenues through a game they already loved.

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Results

So, did we drive the middle of the fairway?

The 8-week campaign was optimized throughout, yielding very encouraging results. Paid search was highly targeted and earned a final click-thru rate average of 8.57% (6.57% pts. higher than industry average). LinkedIn ads were customized by audience and served based on occupation, producing more than 10x the goal for second-level clicks (not only did viewers click on our ads, but more importantly they completed secondary actions tied to purchase intent); also, our business owner metrics equalled those of our golf pros and event planner segments, indicating business owners are a viable and valuable target. Facebook & Instagram advertisements, served only to our business owner audience as that group provided the best ability to target, delivered more than 20x the goal for second-level clicks.

With first-year results scoring better than expected, a second campaign is due to tee off at the start of next golf season and we’re anticipating more than par for the course.

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