Massachusetts Association of Insurance Agents

Services

# SEM
# Social Marketing
# CTV
# Streaming Radio
# Digital Display
# Microsite

"We've got your back" - MAIA

CHALLENGE

Breaking through a category dominated by large, direct-to-consumer insurance brands to increase awareness and consideration of independent agents across Massachusetts.

STRATEGY

Develop an emotionally driven, multi-channel campaign that highlighted the value of personalized guidance during critical life moments using video, connected TV, social, streaming audio, and search to build connection and capture demand.

IMPACT
Intent to use an independent agent increased 115%, the percentage of consumers unlikely to consider an agent dropped 27%, and 14% of microsite visitors engaged directly with an agent.

Increase

in Intent to Use an Independent Agent

Decrease

in Those Unlikely to Consider an Agent

of Microsite Visitors

Engaged Directly with an Agent