Auto-Owners Insurance increases conversions with an omnichannel media campaign

Auto-Owners Insurance wanted to boost brand awareness and impressions through media but faced challenges from rising premiums and state-sanctioned budget restrictions. With the help of Ansira, the brand launched a sports-based media campaign with an omnichannel approach, resulting in higher impressions and conversions.

Established in 1916, Auto-Owners Insurance is a mutual insurance provider offering a variety of coverage options, such as auto, home, life, and business insurance. Renowned for its strong financial foundation and dedication to its policyholders, the company is frequently praised for its exceptional claims service and high levels of customer satisfaction.

Similar to many insurance providers, Auto-Owners Insurance works with a network of independent agents. The company’s main objective for this agent network was to create memorable impressions and improve ad recall through media.

Rising home and auto insurance premiums presented challenges for the insurance company, pushing them to shift focus from these previously high-performing categories and concentrate more on business and life insurance.

In addition to rising insurance costs, state-mandated budget allocation rules imposed restrictions, necessitating refinements to sustain performance. Consequently, the campaign would need careful oversight and real-time adjustments to ensure a balance between state-specific spending targets and overall campaign effectiveness.

With the help of Ansira, Auto-Owners Insurance created a sports-focused media campaign that aimed to increase brand awareness while emphasizing the brand’s top-tier claims process and exceptional white-glove service. The campaign employed a tailored omnichannel approach, conducting in-depth research into media consumption patterns across sports verticals while leveraging audience insights across seven states.

The Ansira team helped Auto-Owners Insurance secure linear media buys on premium properties like NHL, MLB, and NBA to ensure visibility among sports enthusiasts. To drive impressions and awareness, our experts strategically secured premium time slots during key sporting events to maximize the brand’s visibility and engagement.

The strategy adapted to shifts in live sports consumption, integrating precision timing and ad placement to optimize recall. By seamlessly blending traditional and digital channels, the campaign achieved an exceptional balance of reach, engagement, and resonance with its target audience.

Additionally, digital media efforts were optimized to drive brand lift and focus on channels most relevant to the target audience. By aligning tactics with audience behaviors and media consumption patterns, the campaign ensured both broad reach and meaningful connections with high-value individuals and business owners.

The campaign delivered exceptional results, directly aligning with its goals of driving impressions, enhancing ad recall, and optimizing costs.

These digital media efforts led to a 33.5% increase in impressions year over year (YoY), significantly broadening audience reach. Engagement surged with a 52.2% increase in site clicks, while cost-per-click dropped by $1.72.

Auto-Owners Insurance also achieved a dramatic 94.3% increase in web conversions and a 3.1-point improvement in conversion rate. Cost-per-conversion also decreased by $20.45, delivering greater returns on investment. Notably, these achievements were realized alongside a 6.5% reduction in overall spend, highlighting the campaign’s cost-effectiveness.

By strategically optimizing media placements and refining targeting to prioritize high-impact channels, the initiative not only surpassed key performance indicators but also demonstrated the value of a data-driven, omnichannel approach. The campaign successfully elevated brand visibility and engagement among target audiences while maintaining cost efficiency.