Insurance Company Brand Lift Study

Introduction

A national insurance provider collaborated with a prominent podcast network to test the effectiveness of its latest advertising campaign. We at Crowd React Media carried out an Brand Lift Study that focused on the effectiveness of the campaign among podcast listeners who engage with mental health and lifestyle content.

Objective

The study aimed to evaluate how effectively the brand’s advertising improved recognition, preference, and overall favorability compared to major competitors. The podcast network sought to demonstrate to the client the power of podcast ads in strengthening consumers’ associations of the brand with security and personalized service in the insurance market.

Challenge

In a competitive landscape with numerous insurance companies, the brand needed to deliver a compelling message that resonated with the audience. Effectively communicating the brand’s strengths was crucial, particularly in the particular market that the podcast appealed to where cultural relevance plays a significant role. As insurance has become a necessity, the brand aimed to assess whether its strengths in reliability and flexibility would resonate with listeners alongside regular podcast content.

Solution

Crowd React Media employed a forced exposure methodology to engage a diverse group of participants from across the nation. Respondents were randomly divided into a control group and an exposed group, with the latter listening to the brand’s ads seamlessly integrated into podcast content. Additionally, we conducted ad copy testing to gain insights into participants’ attitudes toward the brand. This approach aimed to create an authentic listening experience, enabling a comprehensive comparison of results between the two groups to evaluate the effectiveness of the advertisements and identify opportunities for enhancing advertising performance.

Key Findings

• Significant Increase in Unaided Recall and Awareness: The campaign effectively boosted brand recognition and memory among listeners.
• Strong Aided Recall and Brand Consideration: The campaign reinforced brand familiarity when prompted.
• Positive Shifts in Brand Attributes: Improvements in perceptions of coverage, security, and ease of use reflect consumers’ recognition of the brand’s strengths upon listening to the ad.
• Enhanced Brand Preference and Recommendation Intent: The campaign increased listener favorability and the likelihood to recommend the brand.

Results

The study revealed a significant increase across all brand lift metrics for the insurance brand. Participants in the exposed group demonstrated a stronger willingness to try and recommend the brand to others. In contrast, the ads had a detrimental effect on competitors. Moreover, those in the exposed group showed a more positive perception of the brand’s attributes, such as coverage, security, and ease of use. These results underscore the effectiveness of ad exposure in conveying the reliability and flexibility of the insurance brand.

Conclusion

This Brand Lift Study demonstrated the power of podcast advertising in effectively reaching the correct community that the insurance company wanted to find. Crowd React Media’s findings revealed that strategically placed ads within relevant podcast content can significantly influence consumer perceptions, leading to greater brand preference and an increased likelihood of recommendations. Additionally, the study showed that these ads fostered a stronger sense of security and positive association with the brand while simultaneously diminishing the presence of competitors in a crowded marketplace.