Local Market Awareness and Rollout Roadmap
+20%
Brand Lift
1.50x
Media Value
Cost per Coversion
-50%
Situation
Haven Life was looking for a deeply researched media testing for their brand launch and rollout — we identified, planned and executed a 4 month B2C test market campaign in Philadelphia.
Strategy
Haven Life was looking for a deeply researched media testing for their brand launch and rollout — we identified, planned and executed a 4 month B2C test market campaign in Philadelphia.
Using internal Haven data and our proprietary market scoring algorithm across US markets, we identified Philadelphia as the best testing market for Haven’s needs, with an eye on future regional rollouts.
With the market selected, we overlayed ethnographic data around top life insurance moments (marriage, birth of a child, home purchase, etc) against both population densities in category as well as media best suited to those audiences and moments.
Tactics
Targeted Podcast
matched to financial and family planning content
Print Inserts
in local media, zip code matched to areas
Billboards
near IKEA and hospitals matched to birthrate trends
Public Radio
Community-based content on radio
Partnerships
with non-profit organizations
Commuter Rail
matched to home purchase trend
