With a data-optimized always-on campaign, you have full visibility into all stages of the funnel!
Summary/Challenge: AXA is known for its broad product portfolio, which includes both traditional insurance polidies and customized solutions for specific need. As Switzerland’s leading insurer, AXA actively addresses issues with social, societal, and environmental impact throughout the year – going well beyond its standard offerings. The key challenge is to translate this relevance into economic value, ensuring that AXA can sustain its long-term commitment to these causes.
Idea:
To purposefully direct attention toward the decision-making phase, we developed the innovative always-on campaign “Performance Layer” together with Publicis. Based on solid customer insights, we address potential customers according to their needs at every stage of the funnel and consistently integrate both brand and product communication into our performance strategy.
Leveraging a proprietary API, we digitally identify AXA customers, analyze their portfolios, and target them with personalized offers when cross- or up-selling opportunities arise – or exclude them from communication when not relevant. Additionally, we build qualified first-party audiences based on users who have engaged with AXA, connecting them in real time to relevant performance topics. We continuously reach out to new potential customers through targeted age and interest-based campaigns. This data-driven approach ensures that AXA’s engagement remains both relevant and economically sustainable.
Delivery:
The AXA Performance Layer uses digital channels – including display, native advertising, social media, and special placements – to continuously engage relevant target audiences throughout the lower sales funnel. This approach is particularly crucial in the insurance sector, where the customer journey can span several months.
Our always-on strategy drives both online policy completions and direct consultation requests. We continually refine our agile campaign structure, using marketing mix modeling to measure how digital initiatives impact offline sales.
We conduct targeted tests on topics such as cookieless solutions, automated prospecting, and the influence of ad viewability on click-through and cost-per-click rates. These experiments provide valuable insights; for example, we found that higher ad viewability leads to increased click-through rates and lower cost per click.
We also optimize the website on an ongoing basis – for instance, by enhancing visible content above the fold, which leads to more calculator entries and a higher conversion rate. Successful messaging is creatively adapted and deployed across channels to further boost campaign relevance.
By integrating continuous testing and optimization, we ensure that AXA’s marketing efforts remain effective, relevant, and economically sustainable.
Results:
The launch of our new, cross-channel audience management allowed us to reach our goals quickly and effectively. By implementing targeted measures, conducting continuous testing, and optimizing our channels, we significantly increased our reach, interaction rates, and digital quote requests – while maintaining the same resource level and improving cost efficiency. As a result, the campaign is recognized within the AXA Group as a flagship project for other markets and is continuously refined to ensure lasting success.
The Performance Layer campaign also impressed the jury of the “Best of Swiss Web Award” and was honored with Gold in the “Performance Campaigns” category. This award is presented annually to outstanding digital projects with a focus on web technologies.