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From Interest to Purchase: How We Used Gated Content To
Drive Insurance Policy Sales Growth
2,200+
Newsletter Subscribers
100%
Email Deliverability
5.5%
Policy Sales Increase
In The Client's Words
The results are amazing. We are really pleased to see a large increase in our
Victorian Home policies which proves what a success this campaign has been.
I’m glad we decided to try something different which has received such a positive response.
Gerry Bucke, General Manager at Adrian Flux
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The Client’s Story
Adrian Flux is a British insurance provider based in the East of England.
For the past 50 years, Adrian Flux has been providing specialist and cost-effective insurance for cars, vans, homes, motorhomes and more.
Taking pride in insuring the “uninsurable,” they offer bespoke policies to meet every customer’s needs, covering most property types, including Victorian homes, listed buildings, and landlord cover, providing unique insurance solutions for diverse requirements.
The Challenge
Adrian Flux aimed to connect with British residents likely to own or live in Victorian homes to gather their email addresses and expand their email list for regular communication.
This effort sought to establish the brand as a leader in this niche market and boost sales of Victorian home policies.
Having collaborated with our sister company Maze Media on an ebook and a content hub about Victorian architecture, the client needed this content to reach an engaged audience.
The Strategy
We used the ebook, developed in collaboration with Maze Media, to attract and collect email addresses from potential customers.
A mix of content creation, lead generation tactics, and targeting strategies helped us achieve the core objective of building a valuable email list.
We identified Facebook and Instagram as the ideal platforms to advertise on and Lead Generation as the best campaign objective to drive quality leads in a cost-effective manner.
Gated content as a lead magnet.
We used the ebook as gated content to attract and collect email addresses from Victorian home enthusiasts and potential insurance customers. Gated content, which requires users to provide contact information for access,
helped us build a high-quality email list.
Lookalike audience segments
After gathering initial subscribers, we utilised Facebook’s Lookalike audience segments to expand our reach effectively.
The Solution
The solution encompassed a strategic blend of tactics to maximise engagement and reach.
By promoting compelling gated content on Facebook and Instagram, we aimed to captivate and gather a high-quality audience for the client, enabling them to build and expand their email list effectively.
Additionally, leveraging data-driven Lookalike Audience segments allowed us to precisely target individuals with similar interests and behaviours, ensuring the content reached and resonated with potential customers on a
broader scale.
This approach delivered maximum impact while minimising budget waste, optimising the client’s investment for optimal results
The Results
In an interval of 6 months, we successfully gathered over 2,200 newsletter subscribers, achieving an impressive email deliverability rate of 100%, which indicates the high quality of the leads.
Additionally, we saw a notable increase of 5.5% in Victorian home policies sold compared to the previous period.
2,200+
Newsletter Subscribers
100%
Email Deliverability
5.5%
Policy Sales Increase
Prefer to read this later?
Click below to download this case study
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