Building Brand Awareness for Wise Driving

“Great team to work with. Smart, focused and hard working. They feel like an extension of our internal team. Our work with them will continue to expand over the next 12-18 months based on the results so far. In short, they are one of our most important strategic partners”.

Simon Harrow, Head of Digital Strategy & Innovation

Results:

  • 61% uplift in WiseDriving brand search queries
  • Direct traffic is up 67%
  • 22% increase in quotes completed through the website
  • LTV up 60%
  • Cancellation rate down 40%

WiseDriving is a car insurance provider that specialises in black box (telematics) insurance. They look to help bring down the cost of car insurance for young drivers, who drive safely. They do this by installing a telematics device in your car to monitor how safely you drive.

Most of their sales come via price comparison websites that dominate the insurance space.

These comparison sites have huge budgets and high conversion rates which allows them to dictate the paid search space. This makes it very difficult for anyone except the biggest insurance companies to compete with them on high volume generic search terms such as “car insurance”, or even “young driver car insurance”.

We are talking about David Vs Goliath here. Our annual budgets fit into a week of some of the comparison sites and bigger insurers.

Therefore, we very quickly realised that we needed to diversify our acquisition channels and build direct as a viable channel. We needed to develop a wider spread of channels to generate sales. As their Media Strategy Partner (paid social, paid search, digital and offline media) we set about creating ‘valuable attention’ amongst their target audience to increase brand awareness as well as broadcast the benefits of telematics to young drivers.

Our approach:

We set about identifying opportunities to engage our audience, to uncover undervalued media and in turn, generate truly valuable attention.

The Kinetic Planning process

The idea is that everything we do increases both momentum and value for our clients. We apply this idea to our media planning and strategy. It helps us identify a mix of media that delivers more value than the sum of its parts.

Conducting extensive research into their target market (broken into two core audiences; driver and decision influencer) we analysed their media consumption and online behaviour. This built up a highly accurate picture of our audience, allowing us to identify the right digital platforms, offline media and advertising formats where we can reach, influence, and engage with them.

We then put this information through our kinetic media model that predicts impact and performance based on key indication factors (including: frequency of impacts, complexity of industry and product and activity across multiple environments). This model helped us to demonstrate the momentum that is built up by our campaigns and to develop a plan we knew would have a much bigger impact than our budget would normally allow.

The output from our planning and media model focused on 4 key areas:

  • Drive people into brand search and direct web visits
  • Find undervalued media opportunities to connect with our audience so that our budget worked as hard as possible
  • Connect in environments our audience spend the most time in with creative messages they respond to
  • Be rigorous with our test and learn approach, failing fast and backing winners

Once our core plan had been established we set about enriching our own data set with additional client insights. We analysed WiseDriving’s data to understand key demand peaks. In addition we integrated their weekly comparison site performance data into digital buying platforms, allowing us to model out trends from a much larger data set and reflect true market behaviour.