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Established in 2005, Dayinsure has grown into one of the UK’s leading short-term car insurance firms, providing an innovative and market leading service to a range of audiences.
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Established in 2005, Dayinsure has grown into one of the UK’s leading short-term car insurance firms, providing an innovative and market leading service to a range of audiences. They offer immediate temporary insurance cover that enables customers to drive a UK registered vehicle to suit their needs for any 24 hour period, from 1 to 28 days.
Dayinsure had previously invested in paid search marketing with little success, but remained keen to promote the business online to support their ambitious growth plans. They first approached Clicky Media to explore potential digital advertising mediums to gain awareness and to drive relevant traffic to their recently re-launched website and enhanced online quoting portal
Clicky Media were tasked with providing an innovative, results focused digital strategy that delivered a positive ROI for the company. Dayinsure were understandably tentative to invest in a channel that had previously resulted in a poor output. Ultimately however, it was agreed following further research, that paid search had the potential to deliver across all core objectives, including increased quote requests and subsequent booking transactions.
As Dayinsure provide temporary insurance from 1 day to 1 month, across a plethora of audiences aged anywhere between 19 and 75, their target market is quite varied. To simplify the customer segmentations, the client categorises their products into four key areas based upon the vehicle or driver type; Cars, Vans, Motorhomes and Learner Drivers.
Each of these ‘sub-brands’ was created to appeal specifically to a defined relevant audience, to whom the wider insurance offering is most applicable and valuable. The audience types are clearly very diverse and require their own approach, based upon the digital behaviours and expectations of each individual group. For Dayinsure Learner more specifically, the approach focused on a younger demographic of new learner drivers in the UK, but equally their parents/guardians who often undertook the transactional element of the booking.
When devising the strategy, it became apparent that to effectively compete in the market, a heavy researching phase was required, particularly due to the competitive nature of the industry and the number of established brands already in the digital space.
We first conducted in-depth keyword, competitor and searcher intent research to provide data and statistics that supported the new approach. This was combined with an auditing phase across the website, in which both businesses collaborated effectively to optimise the content, features and inclusions, with the aim of delivering the highest possible conversion rates.
We provided a forward-thinking and unique approach to promote the Learner brand to a digital-savvy, young audience who had low loyalty and patience levels and high expectations from websites. Equally however, campaigns were devised and implemented to appeal to the parents these young adults, with messaging and creative adapted in accordance with the keywords each audience used.
The campaign had to also consider the fact that temporary car insurance for learner drivers is not a well-known option, so much of the account structure was created to inform and educate users, whilst also selling in the benefits around cost-savings and flexibility.
Beyond launch, consistent optimisation and continued adaptation in accordance with results was the focus, taking advantage of new adwords releases before competitors, whilst repeatedly outcompeting other brands across quality scores and engagement levels. The campaigns continually surpassed industry average benchmarks provided by Google across key performance metrics such as CTR, conversion rate and cost per conversion.
The campaign has achieved fantastic results for the client and has met and surpassed all defined initial objectives and goals, which are now being reevaluated at more regular intervals.
Such has been the success of the activity, since beginning the trial campaign 12 months ago for Dayinsure Learner, the client has gone on to invest twelve-fold in click budget each month and have rolled out PPC campaigns as their primary promotional channel, across every single sub-brand under the company umbrella. Dayinsure have also invested in content pieces, including a ‘How not to fail your driving test guide’ and ’10 reason why you might need temporary insurance’, which have been very well received across social media.
Within the last three months alone, the campaign investment has delivered a gross ROI of 815% and a net ROI of 184%. These figures also don’t account for returning customer spend.
We work closely with Dayinsure and share a similar ethos and approach to business, which has benefitted the activity no end. Dayinsure entrusted Clicky to deliver results as part of a wider digital transformation project that has helped support ambitious expansion plans for the business.
Web & Marketing