About This Project

Advertiser: Fidelity Life

Agency: Prove / Quigley-Simpson

• Challenge
o Fidelity Life is a more than 100-year-old life insurance company who had become addicted to buying low converting leads. They were burning out their agents and needed to develop an owned and paid digital marketing and media strategy to acquire higher quality converting leads.
• Approach
o Develop profiles of Fidelity’s best customer targets at the appropriate life stages/trigger-points. We implemented a comprehensive paid and organic search including streaming audio/video, contextual and behaviorally stage-triggered display. Plus an outreach to professional verticals through targeted paid social media initiatives. Additionally, we implemented DRTV strategy to supplement reach, awareness, and lead generation efforts.
• Results
o Fidelity started to transition from low converting leads to more highly qualified leads.
o Reduced dependency on paid leads by 50% in only 3 months
o Increased conversion rates by 100% almost immediately upon execution
o Saw a 200% lift in CTR over regular homepage to conversion site