Introducing Good Hands Roadside Assistance members to new microsite dedicated to fun driving experiences.
Microsite designed to warm up non-Allstate customers to the brand by having fun with Mayhem character and driving stories.
Fun driving quiz written in the voice of Mayhem character.
Converted Email Signups to Customers Utilizing CRM Strategy
ISSUE:
How to convert free roadside assistance members to Allstate auto insurance customers.
STRATEGIES:
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Analyzed and segmented consumer database built by Good Hands Roadside Assistance launch free signup campaign
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Created CRM digital communication strategy based on humor/Mayhem character that engaged non-customers with the Allstate brand
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Developed separate triggered email strategy to promote benefits of Allstate auto insurance to non-customers
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Tracked results within segments closely and fine tune campaign to maximize results
RESULTS:
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Use of viral driving videos embedded in emails drove significant clicks to Man vs. Road humorous microsite (3% CTR)
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Visitors to the microsite spent over 1.5 minutes on the microsite, and interacted with an average 3+ pages
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After 2 months of CRM emails, auto insurance emails were sent, and the conversions rate was higher than rented email lists .10% (GHR email list) vs. .01% (rental email lists)
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Note: I was only involved with launch CRM campaign, this product has evolved to Good Hands Rescue app targeting Millennials.