Different Life
Details
Background
Different Life, a life insurance provider, aimed to enhance the efficiency of its digital marketing efforts on platforms like Facebook and Google. The company sought to align its marketing strategies with the ethical and social values important to its target customers.
Solution
To achieve this, Different Life integrated More Metrics data, which offered a comprehensive, top-down view of potential customers, complementing the personalized data from social media platforms. This integration allowed for the identification of postcodes associated with higher charitable giving propensity, aligning with the company's focus on ethical values. Implementation was straightforward, as the data could be modelled independently and added as an additional filter in standard selection tools. Notably, More Metrics data is GDPR-compliant, simplifying compliance considerations.
Results
Utilising More Metrics data enabled Different Life to create more targeted and resonant marketing campaigns. For instance, a campaign supporting the Rosemere Cancer Foundation combined location-specific data with charitable giving propensity, resulting in heightened engagement. Overall, the integration of More Metrics data led to improved targeting precision and enhanced marketing effectiveness, prompting Different Life to extend its use to business quality monitoring and new product development.