Personalised URL Campaign

We previously worked on a strategic marketing campaign for a specialist insurance services company, focusing on direct marketing through digital channels like email and SMS. With the goal of reaching 5,000 consumers per month, we aimed to create a campaign that truly stood out.

To make the experience more engaging and memorable, we developed a unique microwebsite for each contact, featuring a comic strip where the contact person was the main character. The first product we promoted was Life Insurance. By creating detailed buyer personas, we tailored the offer to resonate deeply with each individual recipient.

Personalisation was at the core of our strategy, but we ensured it was done thoughtfully. We utilised opt-in data such as the contact’s local area, gender, street name, and car make to personalise the character’s name, address, and even the gender of the comic’s protagonist.

To further enhance the impact, we hosted these personalised websites on a unique campaign domain. Each month, 5,000 contacts received an email and SMS directing them to their own personalised website, where they could see themselves featured in a comic strip. The microsite included three call-to-action options, such as scheduling a callback or using the online Life Insurance quote and buy tool.

Even in the early stages of the campaign, we were confident that our strategic approach, combined with the uniqueness and curiosity sparked by personalised URLs, would lead to exceptional response rates.