gerber life insurance advertising analytics - everydayfamily.com

Advertising Analytics: Gerber Life Insurance Company

In The Last Half Decade, EverydayFamily.com Has Delivered Thousands of Policy Holder Applications To Gerber Life Insurance, Resulting In Millions In New Revenue.


The Gerber Life Insurance Company wanted to increase sales of its products, overall efficien-

cies and ROI. The company continues to seek the expertise of EverydayFamily.com’s Life Stage

Marketing team to grow Gerber Life’s customer base by identifying which new moms were

most likely to buy an insurance policy for their babies and creating and executing a conversion

strategy to migrate these moms from “decision” mode, to funded Gerber Life policyholder.

The following case study from EverydayFamily.com and Gerber Life Insurance provides an

example of how integrated marketing, for the delivery of digital advertising, aligned with a

customized measurement approach, can drive both greater efficiency and effectiveness for

performance-based advertisers, year after year.

The challengeThe Gerber Life Grow-Up Plan is an affordable insurance policy that parents can purchase for their children. The policy is whole life insurance that builds cash value as children grow up. At age 18, the child can take over the insurance policy. The primary target audience is young, middle class families. Gerber Life had used direct mail as an acquisition tool for many years and had utilized email marketing in more recent years with growing success, but contin-ued to search for a solution that would provide its desired level of ROI

EverydayFamily.com and Gerber Life collectively believe that the right strategy, measurement

and optimization are critical to the success of digital advertising. This is in stark contrast to

what many publishers consider the commoditizing of advertising through ad exchanges and

third-party ad aggregators.

It’s only through a deep relationship with EverydayFamily.com for more than half a decade,

that Gerber Life has been able to evaluate and improve the quality and efficacy of its digital

media at each stage of the advertising process: objectives, in-campaign and post-campaign.


The Gerber Life Digital management team has worked with the EverydayFamily.com Mar-keting team to build a long term, sustainable, strategic approach to planning, executing and measuring the effectiveness of digital advertising to drive lead generation, brand awareness and new Gerber Life policyholders.

The approach


In-Campaign

For a growing portion of its digital media spending, Gerber Life relies on performance-based

media buying, with measurable ROI. To that end, EverydayFamily.com generated insurance

applications for their juvenile life insurance program, as well as provided branding and pro-

gram support through solo emails, targeted on-site banners, social media, targeted newsletters,

custom embed programs and quality co-registrations.

This process successfully created a secure, reliable environment that leveraged brand trust

within EverydayFamily.com’s members and resulted in higher application rates than typically

seen by Gerber Life.

To achieve Gerber Life’s objectives, EverydayFamily.com and Gerber Life created a cobranded multichannel acquisition and remarketing program to obtain the highest volume of new policies, while maintaining the overall policy value and ROI.

Objectives

Solo Email

Life Stage Newsletters

Social Media

Custom Embedded Application Program,

since January 2008

Performance -based ROI


EverydayFamily.com worked closely with the Gerber Life team year after year to identify oppor-

tunities for improvement and to adjust campaign performance based on Gerber Life’s KPI. Based

on these performance indicators, Campaign optimization is then carried out at the publisher

level, with EverydayFamily.com making adjustments on site channels to improve Gerber Life’s

ROI and conversion of overall efforts to drive new Policyholders.

Post-Campaign

Finally, to evaluate the actual impact of the campaign, Gerber Life and EverydayFamily.com used

objectives against delivery metrics that evaluate the conversion from digital advertising efforts.

Armed with meaningful data, Gerber Life and EverydayFamily.com are able to measure changes

in key conversion metrics in addition to the gross conversion lift generated by its campaigns. In-

sights gleaned from these studies inform in-campaign optimization and improve future campaign

planning and execution.

Applications completed

145%Custom

EmbeddedApplication:

125%On-Site

Banners:Goal110%

Solo Email:


EverydayFamily.com has built a long-term, integrated consumer marketing relationship with Gerber Life to drive brand awareness, brand equity and most importantly, Gerber Life Policyholders.

The results

The integrated, multi-channel approach that supported this campaign led to the overall success of

the partnership marketing plan.

We worked closely with Gerber Life to develop a co-branded environment for our members where

we leveraged the brand trust we have with our members to present an amazing opportunity from

an iconic brand like Gerber.

The custom solution has proven to be a highly effective channel to drive new insurance applica-

tions in a secure trusted environment, leveraging both parties brand equity.

THOUSANDSAPPLICATIONS

IN 5-YEARS

MILLIONSIN NEW REVENUE

“By working with the Partnership team at EverydayFamily.com, you gain a trusted ally with

a strategic focus on growth through marketing innovation.

EverydayFamily.com partners with quality brands, like Gerber, to help it achieve its business

goals. EverydayFamily.com leverages its many channel assets to the benefit of brand partners

like Gerber, to drive brand differentiation, consumer engagement and sales.”

NOAH ANDERSON, CEO EverydayFamily.com


It also evaluates the degree to which impressions reach the campaign target audience, based

on real-world performance against vertical competitors.

About Gerber Life Insurance

EverydayFamily.com and Gerber Life Insurance share a common goal: to help parents raise

happy, healthy children. Gerber Life Insurance has an additional goal. Its their mission to be

the brand that parents trust to help them achieve financial security and protection for their

families. By providing affordable, industry-leading, juvenile life insurance, and other insurance

products, they strive to give customers the comfort and peace of mind they deserve.

About EverydayFamily.com

EverydayFamily.com (EF) is a family driven website – in every sense – featuring a growing

community of more than three million members who share their everyday parenting

experiences. EF is an online home and established resource for experts and parents who have

advice and information to share, as well as those who are seeking guidance and support as they

move through their family’s journey, from preconception, to preschool, and beyond. EF invites

everyone to get comfortable and share stories, thoughts, advice, and opinions with other

families. The editors at EF, as well as the entire EF community, are dedicated to providing daily

content for families seeking advice, information, and support… and to giving back to the

communities supporting us.

About EverydayFamily.com’s Partnership Marketing

To learn more about the EverydayFamily.com approach to

advertising, please contact:

[email protected]

EverydayFamily.com’s Partnership Marketing is an integrated solution for completecampaign delivery validation and in-flight optimization. Unlike existing ad-exchange,ad network or RON solutions, partnership marketing provides communication,delivered across a variety of channels, such as ads delivered in-view, in the rightgeography, in a brand-safe environment.

gerber life insurance advertising analytics - everydayfamily.com

Economy & Finance