State Farm Awareness Campaign Driving Site Conversions

The Goal
Increase brand awareness among the Chinese and Asian Indian audience in the U.S. by driving to the customized landing pages. The campaign success was measured by site conversions like “start a quote” and “contact an agent”.


The Strategy
Pivot team approached the campaign programmatically for digital display and online videos by three tactics:
Prospecting - Utilize language and cultural insights on both Chinese and Asian Indian targeting prospects with insurance needs by layering on language filters such as Traditional Chinese, Simplified Chinese, Hindi, Bengali, Punjabi, as well as culturally relevant interest points like cultural holidays, food, ethnic traditions etc.
Conquesting - Leverage contextual and behavioral targeting to find cross-brand shoppers and intender for competitor brands.
Retargeting - Implemented tracking pixels on the landing page to capture visitors and set up proper look-back window to retarget visitors and similar audience to drive the site conversion goals.

90%+

Brand Awareness

Result

5400+

Site Conversions

< $20

Cost Per Conversion

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