For over 150 years, John Hancock had sold insurance through brokers and agents. But as the marketplace became more diverse and consumer purchasing behaviors evolved, they needed to broaden both their products and sales channels to meet consumers where they buy.
Category
Financial Services & Insurance
Services
- Audience research
- Competitive audit
- Persona development
- Go-to-market strategy
- Campaign planning
- Campaign concepting
- Creative development
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- Video production
- Post-production editing
- Media mix & tactical planning
- Programmatic & direct buying
- Measurement strategy
- Custom dashboards
- Reporting & optimization
The results
+24%
inbound calls
+39%
policies sold
-28%
cost per acquisition quarter to quarter
Building the backbone of a direct-to-consumer business
John Hancock definitely knew insurance. They didn’t know direct-to-consumer. As an agency that had become an integrated growth engine, Flynn was able to build their DTC business from the ground up, leveraging research and advanced analytics to size the market, find targets, and build the product and program strategy—plus the necessary DTC backend infrastructure.
Transforming fragmented feeds into full-funnel clarity
Using sophisticated ETL (extract, transform, load) processing of data from API feeds and file exports, we combined data from over 20 different sources and partners into a single, “one-source-of-truth” measurement package. This allowed us to connect the dots throughout the entire end-to-end customer journey and lifecycle—from media impression to retained customer.
Driving DTC performance through insight and optimization
Building off insights from our past industry experience coupled with consumer sentiment research, Flynn created and delivered highly motivational messaging via DRTV, paid search, and custom landing pages—then leveraged the data we gathered to continuously improve the program and drive results.
It all worked together to create a true integrated growth engine—and significant initial success.
