AVIVA UK

When UK insurance company Aviva added Instagram Stories to its usual ad placement mix for a life insurance campaign, it lifted conversions for quote starts by 42%.

THE STORY
Reassuring insurance

Aviva plc is a multinational insurance company headquartered in London, with 33 million customers in 16 countries. Aviva is the UK’s largest general insurer and a leading savings and retirement provider.

42%

overall lift in conversions for quote starts from ads on Instagram plus Facebook

24%

overall lift in conversions for completed quote submissions from ads on Instagram plus Facebook

The conversion lift driven by the overall campaign across both quote start and quote complete metrics instilled a confidence that Aviva can continue to reach new customers on Instagram and that it should remain a part of its marketing mix in future.
LUCY CAMMISS, DIGITAL MARKETING MANAGER, AVIVA, UNITED KINGDOM
THE GOAL
New leads from new media

Aviva wanted to measure the incremental lift driven by Facebook and Instagram ads, with a particular focus on the effect produced by adding Instagram Stories to the mix.

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THE SOLUTION

A measure to treasure

Aviva worked with its media agency Zenith to develop a split-cell conversion lift test. The first cell used Aviva’s standard ad placement mix, but excluded Instagram Stories. The second cell included Instagram Stories.

To attract as many people as possible to complete a life insurance quote, the team targeted the ads to a broad audience of people interested in or experiencing major life events such as having children, moving house, or getting married. By using information from the Facebook pixel ads were also shown to previous website visitors and people who had already started—but not completed—a quote.

Aviva followed best practices for video, using vertical formats with 4:5 ads shown in feed, and the full-screen 9:16 ratio for Instagram, Facebook and Messenger Stories. The ads were all designed to work without sound by using text overlays that called out the main campaign points, such as “You’re only minutes away from a life insurance quote.”

The main message was made clear within the first three seconds, and the ads were branded with the Aviva logo and colors. The messages emphasized the 5-star rating for Aviva’s life insurance provided by independent financial information business, Defaqto, as well as the speed of the quote process. People who had already started a quote, but not completed it, were shown a video ad with the message “Time’s ticking.”

Aviva’s conversion lift test helped it measure the positive impact of adding ads in Instagram Stories to its August 12–September 30, 2020 campaign, which resulted in:

  • 42% overall lift in conversions for quote starts from ads on Instagram plus Facebook
  • 24% overall lift in conversions for completed quote submissions from ads on Instagram plus Facebook