80% Performance Improvement for Payment Solution Company for Structured Settlement Owners

Client Background: A national financial advertiser had a highly branded Short Form campaign, but needed to create a more informative TV vehicle to educate consumers with a structured settlement on the opportunity to receive a lump sum.

Client Challenge: Educating the target consumer about the financial instrument and company credibility, while achieving performance goals.

Our Solution: A Long Form TV campaign was developed to achieve equivalent CPLs as compared to branded Short Form and web leads. Measurement included Cost Per Lead, Conversion and Cost Per Acquisition.

Campaign Results: Cost per Lead performance was 80% stronger than the branded Short Form campaign and conversions to acquisitions were higher due to stronger qualified leads. Performance led to local market expansion and a 25% incremental marketing budget. Performance led to a new spot creative assignment that resulted in being the control spot creative.


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