The Hartford provides auto insurance for millions and is looking to increase its appeal to older drivers through the AARP Auto Insurance Program. With sponsored stories and behavioral targeting across multiple channels, the auto insurance program was able to achieve better brand recognition.
Campaign Objectives
Improve brand recognition among older audiences and AARP members
Reach out through multiple channels across the Web
Key Highlights
Increased conversion rates among senior citizens and AARP members
Targeted keyword searches for auto insurance policies, senior discounts, and AARP membership benefits
Sponsored listings targeted an older audience through search engines and popular news websites
Results
Unique Visitors: 77% increase
Total Visits: 100% increase
Cost per Unique Visitor: 34% decrease
Cost per Visit: 52% decrease
Maintained Audience Engagement: 4.4+ PVs/visit
Click-Through Rate: 1.9%
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