THE CHALLENGE

AG Insurance is an established Belgian insurer whose distribution model traditionally relies on banking partners and brokers.

Its direct-to-customer product presented a different challenge: developing the digital acquisition capabilities needed to reach customers directly and meet ambitious growth targets.

THE DIAGNOSIS

The existing setup lacked the reporting tools needed to monitor campaign performance effectively.

This limited the team's ability to identify inefficiencies, react quickly and independently manage acquisition performance.

The challenge went beyond media optimisation. It required better visibility, more relevant campaign structures and a shift towards a more agile, data-led way of working.

THE CONTRIBUTION

Tailor campaigns to each audience: Campaigns were adapted more closely to each target audience and to each stage of the acquisition funnel, rather than taking a one-size-fits-all approach.
Shift to always-on acquisition: Replaced three major media investment waves with a continuous presence to capture existing demand and seize opportunities throughout the year.
Put data at the heart of performance: Introduced dashboards and real-time campaign monitoring to spot issues, identify opportunities and enable faster optimisation.

THE IMPACT

Acquisition ROI improved by more than 20% by eliminating inefficient spend while maintaining performance.

The savings were reinvested in always-on campaigns, new media formats and audience expansion, increasing qualified visits and conversions and exceeding acquisition targets.

Acquisition is no longer something that can be managed within marketing alone. You need to be able to speak data, work with UX and web design teams, understand technological developments and stay on top of legal and regulatory changes.

Samuel Caink
Digital Marketing Expert ‐ Ariad