Case Study: a regional financial services firm drives policy adoption growth with Goodway Group

A regional financial services firm drives policy adoption growth with Goodway Group

The client, a regional financial services firm, faced the challenge of needing to prove marketing's impact on revenue and grow brand awareness for its life insurance products in a competitive regional market. With a primarily in-person sales model, they required a localized digital strategy. The vendor, Goodway Group, was brought in by an agency partner to run a CTV awareness campaign using its Brand Compass tool for analysis and forecasting.

Goodway Group implemented a targeted CTV campaign on platforms like Hulu and Disney+, informed by audience consumption data. This strategy drove a 26% year-over-year increase in life insurance applications and a policy adoption surge of up to 119% in key markets. The campaign also resulted in a 62% boost in website sessions and a statistically significant brand lift across several key metrics, proving the effectiveness of their programmatic approach.