Case Study: Insurance & Financial Services
Reclaiming market share with TV advertising
SITUATION
After a five-year break from television, the financial services company faced a challenging landscape. Competitors were pouring tens of millions into advertising, while their own inbound response from direct mail was shrinking. Prior TV tests hadn’t moved the needle—so they turned to Media Manager to reimagine their approach and reignite performance.
TACTICS
We began by analyzing the competitive media landscape to identify strategic white space. Instead of relying on outdated long-form, call-driven creative, we introduced shorter 30-second spots with a drive-to-web CTA—optimized for modern consumer behavior. To outmaneuver higher-spending competitors, we secured value-rich placements in off-peak hours (evenings and weekends) and utilized local market coverups to unlock national reach at a fraction of the cost.
RESULTS
The 12-week campaign outperformed expectations, delivering leads at $30 per response—already beating the target—and quickly optimized down to $17. The performance validated TV as a powerful and efficient lead generator for the financial services brand, even without refreshed creative, paving the way for continued investment and channel confidence.
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“I can’t say enough great things about Media Manager and Lauren and I absolutely love working with you all.”
– Tori Reavis, Physicians Mutual, Program Manager
