Making insurance advertising smarter by putting data first
Improving the lives of its customers has been part of Legal & General’s ethos since its conception inside a London coffee shop in 1836.
Until a few years ago, the majority of their marketing activity involved considerable direct mail campaigns alongside early digital marketing strategies. To strengthen its digital offering – and in a bid to deliver more targeted and personalised content powered by first-party data – with Merkle, L&G expanded its relationship with Adobe, specifically Adobe Advertising Cloud and Adobe Analytics within Adobe Experience Cloud.
While using their previous advertising platform, L&G couldn’t easily attribute effectiveness across any of its digital media channels. Its first-party data in Adobe Analytics just wasn’t tying up, making it impossible for Merkle to integrate the optimisation of ad spend across different channels.
They needed to find a platform that possessed one, centralised platform to work from, enabling more effective media buying decisions, using less resource and effort than before.
Using Adobe Analytics with Adobe Advertising Cloud, L&G and Merkle were able to create a single source of truth derived from an integrated and aligned platform, forming a cohesive, fully optimised approach to advertising.
With 1st party data now flowing freely between Adobe Analytics and Advertising Cloud – and spend automatically adjusted in real time – L&G experienced a significant uplift in results across their Generic Life Insurance campaigns (Google & Microsoft combined).
More recently, L&G has used Adobe Analytics to align ad placement with changing behaviours brought about by the COVID-19 pandemic, such as increased focus on fitness and health, while simultaneously avoiding the placement of advertising amidst sensitive content relating to the coronavirus.
By aligning its advertising strategy with data insights, L&G is solidifying its presence as a digital-first, data-driven financial services brand that wants to build a better society for the long term through financial well-being for its customers.