Why do just a campaign if you can be "always-on" during the year?

This was a question that my digital team raised. In order to be as efficient as possible in digital media investments, the Marketing team of Generali Switzerland - together with our colleagues at Dentsu Aegis Network and TBWA\Zurich - setup a unique performance campaign with an always-on approach.

The basic idea is to be live all over the year in order to identify users which are close to purchase an insurance product or could eventually do so in the near future.

Check out this video to see how it works:

 50% - 90% better results than in 2019

The results are truly impressive. We could improve all our KPI’s and be very efficient also in terms of investments:

• -75% CPM
• -57% CPC
• -90% CPA

This success is based on this 3 main pillars:

1.    We leveraged the full power of the GMP (Google Marketing Platform) focusing a lot as well on DV360 and programmatic buying.

2.    We made a deep target-group analysis based on GA360 insights (which are the target groups converting for each product), we focused on intent based targeting for Google/Facebook and additionally closed some deals with PMP (Private Marketplaces) for Programmatic using as well their 3rd party data (scout24 and other important player were involved). In addition we built-up a more sophisticated retargeting audiences taking into consideration much more than only the website visit. We categorized them into groups in order to prioritize high value website visitors (session duration, scroll-down, download, page views, funnel step etc.).

3.    We worked with dynamic ads in order to have different message combination and let the algorithms of the tools optimize on the best possible combination for each audience/user. At the end over 5,000 combination where possible.

Local advertising press started to talk about the campaign. You can find some coverage (German) here:

I'd really like to thank the entire team who was working on this case:

Responsible at Generali Switzerland (Strategy, Ad-Tech and media planning): Mattia Lovallo (Digital Marketing Expert); Maurizio Miggiano (Head of Customer Journey). 

Responsible at Generali (Creation, Artwork): Martina Garcia (Brand Activation Expert); Ilenia Peluso (Head of Brand Management). 

Responsible at Dentsu Aegis Network: Jan Duong (Digital Operations & Performance); Céline Zemp (Programmatic Buying); Sabine Hafner (Account Direction). 

Responsible at TBWA\Zurich: Tizian Walti, Angelo Sciullo (Creative Direction); Aron Meier (Art Direction); Anouschka Tschudi, Lisa Bolte (Copy); Marija Suvajd?i?, Chiara D'Arpa (Consulting); Fabian Gasser (Motion Design).

It's so much fun to work with experts like you.

Mike