Choose the best
Macif is the reference company for the insurance sector, with 2,5M unique visitors per month on its site macif.fr, and has no less than 5,5M members. Having been in the insurance market for over 60 years, the Macif group wishes to capitalize on the power of its site's audience. The goal is to increase the number of qualified leads and thus boost conversion on its different products. To respond to this, Gamned!, the expert and programmatic pioneer, was selected following the call for tenders launched by the Macif group in 2020.
What's at stake?
The Macif group offers 3 main insurance products in the home, auto and health sectors. The many unique visitors to its site represent usable prospects in its marketing strategy. Indeed, the re-engagement of these prospects across the entire conversion funnel provides the Macif group with greater performance in acquiring qualified leads, in order to develop the generation of quotes on the products that Macif offers. A goal that Gamned! knows well, having already met the needs of ESL group, obtaining several thousand qualified leads in some fifteen countries around the world.
The device: an effective smart retargeting campaign
Set up in 2019, the new marketing strategy of the Macif group is based on greater performance in the qualification of its prospects - in particular through new internal processes, including a “lead factory”. Gamned!'s programmatic expertise fits effectively into this new strategy. The common thread campaign is based on a smart retargeting strategy for fine activation of audiences by segment (depending on content, products, profiles and their recency, etc.) This approach also allows the Macif group to gain transparency on this lever. Indeed, recent developments around privacy cookies, in particular the restriction of the use of web cookies, require brands to respect certain rules and adapt to these changes. Numerous tests have been carried out in order to correctly anticipate these changes and maintain a good level of performance on this lever.
A more efficient use of retargeting leverage and an increase in qualified leads
In just a few months, the goals set by the Macif group were achieved. Qualifying leads is much more efficient. Thus, this strategy has become for Macif a great channel in terms of ROI. In addition, the support and pedagogy of Gamned experts! for Macif's internal teams enabled them to quickly increase their skills. This fruitful collaboration is pushing Macif to broaden its scope of action with Gamned!, in particular by asking us to renew creative assets and precisely measure “web call back” leads.
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