— Case study
LifeSearch – AR Creative
LifeSearch, the biggest life insurance aggregator in the UK, was established in 1998. Priding itself on a ‘customer-orientated’ model, the company compares a range of financial products including life insurance; critical illness; over-50’s life insurance; and Mortgage protection.
Reduction in cost per click
1: Short client history/pain points/context regarding case study
Young, fresh, and breathing new life into the aggregator market, LifeSearch wanted to drive leads through their ads to leave a lasting impression whilst also carving out their identity within the market. To increase our client’s share of voice we needed something bold to capture a user’s attention.
2: What is the end-goal? What metrics/performance are we looking to improve?
We know that a user’s potential interest is based on two main things: Relevancy & engagement… So making an ad that incorporated both was a no-brainer. LifeSearch’s three main goals were: Stamp out brand identity, push lead volume through their socials and create something that sparks authentic engagement.
3: Process of achieving said goal (strategy)? What steps + Products were used?
Utilising our in-house creative team, and capitalising on Factbook’s ad capabilities, we created an augmented reality experience that would ignite curiosity. Using Facebook’s very own Spark AR tool, our team invested an immense amount of time formatting, tweaking and constructing an ad that used facial recognition to control your in-game character… Right in the Facebook ad space!
4: What were the end results (Metrics)? What are the lessons of case study and how can this help prospective clients?
Hard work does pay off, and with a 345% increase in engagement, there is no doubt the lead generation campaign was a success. The AR ad was part of a wider campaign structure driving 35% of spend whilst producing 77% of the link click interactions. This sharp incline in upper funnel activity had far reaching effects, causing overall Cost Per Clicks to reduce by 85%.