Protect the stuff you love with renters insurance.
It's not about not about protecting your rental, it's about protecting the stuff you love from mayhem, inside and out.
THE PROJECT
Using the “signals over segments” approach, develop a distinct digital strategy and creative/media test recommendation to drive conversions of renters insurance. Create a landing page for quote submissions.
Reach the target audience
Renters without insurance
25-32 year-old “adults on paper”
MY ROLE
Learn the interests of the target audience.
Debunk the misnomer of Renters Insurance.
Analyze the business models around insurance.
Wireframe digital campaign ads and a responsive landing page experience.
Create a dynamic
Discover the paths of least resistance to submit a lead and streamline the lead submission process.
Design a relevant and modern Allstate brand experience.
Signals approach - see, think, do
“Adults on paper” think of their possessions as extensions of themselves… but they don’t have renters insurance because they fundamentally misunderstand what it is—it’s a misnomer.
AllState digital campaign strategy
Roadmap
Define the target audience.
Analyze their interests and shopping patterns.
Create a digital campaign that speaks to the audiences at three stages of engagement.
user journey
Determine the points of engagement.
Strategize unique campaigns that speak to the audience at the See, Think, and Do phases of their interest in Renters Insurance.
Target Audience Road Map
SEE
CONTEXT
Audience is showing signs of needing insurance, but not actively looking for it
MESSAGING
Demonstrate: Does it make them stop and consider renters insurance?
TARGETING
Demographic, Behavioral, Contextual, CRM
DESIRED BEHAVIOR
Explore renters insurance
Apartment Therapy Partnership
Apartment Therapy partnership (see)
Take featured real apartments on Apartment Therapy, and provide a personalized quote for each apartment.
Emoji coverage (SEe)
Explain renters insurance and its benefits, using only emojis, with a UGC component.
Emoji Coverage
Inside and Out Social Campaign
inside and out (see)
Create editorial content in key markets that profiles people on the street, letting consumers know Allstate Renters Insurance covers you inside your apartment and out.
THINK
CONTEXT
Audience is showing initial interest in renters insurance
MESSAGING
Educate: Does it advance their understanding of renters insurance?
TARGETING
Purchase-based, Behavioral, Contextual, CRM
DESIRED BEHAVIOR
Learn More
Its on you (think)
Custom-targeted banners highlight specific products people are interested in, showing them who’s responsible for what.
Here to Here Coverage
here to here coverage (think)
When a person is identified through geolocation as being outside of their home, we’ll send them specific mobile units that show items they are likely to own that are covered both inside and outside of the home.
do
CONTEXT
Audience is showing strong likelihood to purchase renters insurance
MESSAGING
Quote: Does it provide a compelling reason to get a quote?
TARGETING
Retargeting, CRM, Paid Search, Search-based
DESIRED BEHAVIOR
Get a Quote
IF YOU OWN THIS (d0)
Banners that target consumers by interest, showing them they own more stuff than they think.
GOOD HANDS CHECKOUT (do)
In partnership with Amazon, when someone buys a big ticket item, users could receive a co-branded purchase confirmation page inviting them to put the item in good hands with Allstate Renters Insurance.
When someone buys a big ticket item on Amazon, we’ll serve them a banner on the purchase confirmation page inviting them to put the item in good hands with Allstate Renters Insurance.
Dynamic "smart landing page" system
To close the loop and take the user to the final step of the See, Think, Do journey, a dynamic modular landing page will be presented based on the banner experience the user has interacted with. This landing page will dynamically rearrange modular components to create unique narratives and surface more information.
Renters Journey Overview
Each module of the landing page will serve to answer the most frequently asked questions or debunk myths regarding their Renters Insurance policy. The cadence of the landing page is designed for the user to be presented with the most relevant module after the initial opening imagery for a stronger sense of continuity.
Sequencing for the landing vary page can vary:
1-5-2-3-4-6-7-8
1-2-3-5-6-4-7-8
module 1
Opening imagery based on targeting metrics and user interests.
Answers the question: What will the average policy cost someone like me?
module 2
A high level overview of the situations in which Renters Insurance covers your belongings.
Answers the question: What does my policy cover?
module 3
Answers the question: Who is responsible?
module 4
Debunks the myth: My stuff isn't worth very much.
module 5
Answers the question: Where does my policy cover me?
module 6
Debunks the myth: My stuff isn't worth very much.
module 7
Provides additional information regarding policy coverage.
module 8
Form for quote submissions.