Case Study
Our Successful Case Study
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Figo Pet Insurance
Scaling a multi-channel paid media strategy for one of the world’s largest pet insurance providers.
The Client
Figo is one of the largest providers of innovative pet insurance plans in the U.S.
The company offers comprehensive coverage for pets across the country.
Figo is committed to simplifying the pet insurance process for pet owners.
They focus on delivering exceptional customer service.
Figo is a trusted partner for pet owners seeking peace of mind and financial protection.
Platforms
Paid Search: Google Ads, Bing Ads
Paid Social Media: Facebook, Instagram, Snapchat, Pinterest, TikTok and YouTube
Programmatic: Display and video
Analytics: Google Data Studio
Our Approach
To accomplish these objectives, 2626 Digital implemented a strategic approach focused on diversifying Figo’s advertising channels while ensuring minimal disruption to existing campaigns. In brief, these efforts included:
Performed an in-depth audit of Figo’s existing search and social efforts; re-structured and optimized campaigns to establish a strong infrastructure built to scale.
Introduced new channels to Figo’s paid media strategy—TikTok, YouTube, Bing, Programmatic Display, and Programmatic Video—to spread the budget effectively and mitigate the risk of upsetting ad algorithms.
Conducted extensive A/B testing on all campaign assets and incorporated findings to guide future targeting strategies, graphic and video design and copywriting.
Meticulously managed Figo’s current platforms, implementing optimizations and conducting tests to maximize performance and drive down costs.
Built a fully custom analytics dashboard that displayed key metrics in real time, which further enabled us to optimize campaigns across all channels.
Objectives
Optimize and expand Figo’s existing paid media efforts
Introduce new advertising channels (search, social, programmatic)
Effectively manage an 800%+ increase in annual media spend
Increase customer acquisitions while lowering CPAs
Capitalize on paid search opportunities to outperform competitors
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