Insurance Provider

Media

First comes creative, then comes how to use it! To build an audience-first media plan, Rise used data from our programmatic partner, The Trade Desk. This revealed four insights on how a similar industry brand drove impressive results during the previous Olympics using Connected TV (CTV):

1. Higher Conversion Efficiency: Users exposed to Olympic content converted more efficiently, requiring fewer impressions and shorter time frames. Olympic ad touchpoints also led to faster time to conversion compared to the business-as-usual (BAU) setup.

2. Incremental Reach Expansion: The campaign achieved a 90% increase in reach over BAU tactics. Seller overlap reports from The Trade Desk showed that many of the reached households were outside the scope of BAU inventory, confirming the effectiveness of premium content in expanding reach.

3. Testing Premium Inventory: With programmatic access to Olympic inventory via Peacock, the campaign tested whether higher-cost placements could drive site visits. The test revealed they could with faster conversion times when using Olympic placements, a helpful balance in performance alongside the higher cost of inventory.

4. Broader Learnings for Future Strategy: The data reinforced the value of premium TV content for expanding reach of engaged audiences and helped manage cost expectations for the top-tier activation.

Rise and our sister creative agency, Betty, approached this prestigious challenge head-on, and together. Before determining the how, we needed to start with the why. Rise and Betty collaborated to find data-driven insights that led to a personalized, full-funnel solution for the client.

The Rise and Betty teams used these insights to build engaging creative and targeted media, starting with people-focused CTV videos.

Creative

Betty developed three unifying storylines for the CTV ads that portrayed life events everyone can relate to: A birth of a child, a family gathering, and an outdoor adventure.

They incorporated four key principles into each video to set up the moment our protagonist (key target) experiences a meaningful connection and longing for deep protection of their family.

1. SEE the Family: What the target wants to protect in the first place, by showing the things in life that make it worth living.
2. FEEL the Fierceness: The extent to which they are willing to go to protect; the strength of their love for their family.
3. REVEAL the Possibilities of Protection: The moment when the protagonist sees their family and their role in it anew, with its full emotional resonance.
4. LINK to the Brand: The brand empowers their target audience by helping them financially protect their loved ones and support them wherever they are on their journey.

Media

Rise then developed a targeted, programmatic CTV plan to maximize reach and conversions. This included sequentially positioning the :15 and :30 spots to bring the viewer on a targeted journey while leveraging several key components:

1. Informed Audience Targeting: We used first-party data of households with the highest conversion potential to create a strategically informed lookalike model, ensuring the message resonated with high-value viewers.
2. Strategic Frequency Caps: We set a daily frequency cap per household, ensuring the budget worked efficiently without over-saturating the audience. The overall frequency cap netted out at 1.2x per household.
3. Selective Campaign Delivery: The campaign ran primarily during Olympic coverage, minimizing publisher overlap and maximizing reach.
4. Intentionally Broad Reach: The campaign leveraged CTV’s broad audience to increase visibility and drive efficient conversions.