Golden Charter

Golden Charter, one of the industry’s leaders in funeral insurance protection, desired an online display of their strategy to increase site sales, while utilising their current customer base.

Challenge

To avoid over-targeting existing visitors.

Solution

A dynamically innovative digital media suite that allows users to be re-targeted based on the funeral plan they saw last and spent the most time engaging. This was done by introducing a contextual campaign to increase reach by pushing prospective audiences to the current, and most popular content. In addition to that, we applied daily and lifetime frequency caps specific to each user in order to prevent overexposure.

Results

Achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.

From The Client

“These guys have built such a strong relationship with our organisation that we consider them an extension of our IT department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”