From Facebook to Call Centre
LEAD GEN | FINSERVE | SOUTH AFRICA
1Life offers a range of insurance products to families across South Africa, aiming to protect and secure their financial future. Whether it is funeral cover, life insurance or serious illness cover, 1Life’s insurance products provide individuals and their families with financial protection against death, disability and illness.
In an increasingly competitive insurance landscape in South Africa, 1Life wanted to significantly increase their social footprint, while driving Lead Volume and ultimately reducing costs for their Funeral Cover product. With 1Life’s aggressive growth targets, Bionic was selected to support this expansion.
1Life used both static images as well as Carousel ads, clearly displaying and highlighting their product benefits to potential customers without them having to click off-site. Using Bionic’s optimisation, top performing ads received both bid and budget focus, ensuring budget was spent in the most cost-effective fashion.
In order to drive quality leads, a clear correlation between the images, ad copy and audiences was applied throughout the campaign by utilising Facebook’s powerful targeting capabilities. This detailed structure ultimately led to high relevance scores, low costs, high lead volume, and in call-centre conversions.
In addition to providing real-time quality leads, bionic ensured that the best possible costs and volumes were achieved by systemically optimising towards the best performing ad sets and ads; through automated bidding, budget reallocation and pausing of under-performing ads.
THE CUSTOM BUILD
With Bionic’s DataConnect service, building a Lead Generation Campaign to call-centre integration was deployed rapidly, allowing Bionic to programmatically process leads to to the appropriate call centre in real-time, allowing a skilled call centre operator to respond to customers as close to the point of purchase opportunity as possible.
Within one month of deployment, 1Life saw a significant improvement to both their Lead Volume (+124%) and Cost Per Lead (reduced by 54%). Additionally, 1Life improve their lead quality, supporting a higher call-centre conversion rate.