Securing sales, growth, and global awareness for CFC Insurance

To begin CFC’s digital performance journey, we used our discovery process to set a creative and comprehensive technical marketing strategy. This activity included audience segmentation, creative testing, LinkedIn platform trials, and regional messaging frameworks. Following this, we could confidently progress knowing who we were targeting, where we should target them, and what messages to share once we’d reached them.

With the strategy defined, we launched an international, always-on LinkedIn campaign featuring over 130 adverts, which were developed specifically for each territory based on historic audience engagement data. We also continue to deliver the ongoing paid media management and technical optimisation that keeps this campaign active.

As part of our ongoing performance reporting, we conduct constant A/B and multivariate testing (MVT) to track the evolving audience trends and seek opportunities for improvement wherever possible. From the creatives to the call-to-action messaging, we identify what ads worked best for each region and share any market insights with the underwriting and product teams. In response to those findings, we delivered quarterly creative refreshes and evolved our key performance indicators (KPIs) to ensure ongoing growth.