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 Campaign development Media management Media strategy Reporting & optimization Video production
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. So Flynn built 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 significant initial success.
