Insurance Coverage Checkup Campaign
Ramsey Solutions / B2C / 2022
How might a social media campaign encourage potential customers to start the Five-Minute Coverage Checkup?
I collaborated with marketers and data analysts to better understand where potential customers where coming from and what their motivations were.
After that, I engaged in competitor research to see the environment that these ads would exist within (Facebook, Instagram, and Google.)
I partnered with our copywriter to develop language based on the Coverage Checkup’s value proposition and how it could help our target demographic.
View other projects for Ramsey Solutions:
Square gif ad:
The final square gif ad (see above) ran on all Meta platforms and lowered cost-per-lead by 53%. This ad resonated with viewers, likely due to being simple, including motion, and showing successful and positive imagery.
Designing this ad campaign was a great learning moment for recognizing when simpler is better, and when animation and illustration can be very successful. They shouldn’t always be used, but they can be quite poignant when done right.
Story ad:
Our story ad ran as one of several versions of the ad. Some included animation and some were static. The story ads for this campaign were not as successful as our in-line ads for Meta. This could be because they tended to be more text-heavy and that could have overwhelmed some potential customers. The story ad displayed below was one of the higher performers out of the set for stories on Meta.
