TV commercials reached 81.5% of our core audience an average of 12.8 times throughout the year.
We introduced four 0:15 second videos in this campaign, which delivered a Video Completion Rate (VCR) 4x above industry benchmark. Videos were targeted at specific demographics (identified here as Legacy and Seeker segments).
Banners generated 15M impressions and a click-through rate (CTR) well above industry benchmark of 0.06%.
Video, carousel and direct response ads delivered to Legacy and Seeker prospects on Facebook.
Target Legacy and Seeker prospects separately leveraging our 0:15 OLV video “Choices.”
Targeted Legacy and Seeker prospects leveraging our 0:15 OLV video “Familiar Face.”
The carousel ad targeting Legacy and Seeker prospects and highlighted the four priorities of the Ameriprise Client Experience.
Facebook direct response ads targeted Legacy and Seeker prospects and linked directly to audience-specific versions of Ameriprise Client Experience Page 1.
Our paid search campaigns exceeded cost-per-point (CPP) KPI since launch of the ACE campaign and helped drive qualified traffic to the website.
Segmented landing pages are the destination for targeted advertising in digital platforms. These landing pages received at total of 91,200 visits over the course of the campaign.
Video appears on both versions of the ameriprise.com landing pages and helps to illustrate the experience of working with an Ameriprise advisor.
Cohesive retargeting efforts keep prospects engaged as they move through the customer journey (sales funnel).
Custom messaging delivered to users who searched for Ameriprise branded terms more than once. 53% of Your first meeting visits came from retargeting (OLA & Paid Search).
|Paid Search 1 visit||Paid Search 2 visits||Paid Search 3 visits|
|Seeker campaign landing page||Your first advisor meeting||Find an advisor|
Legacy and Seeker Facebook Instant Experience ads use components from the :15 OLV ads and carousel ads to retarget visitors of the Seeker campaign landing page. Users who clicked through to site arrived at the “Your first meeting” page.
Delivered to users who have interacted with a previous OLA
Promotes top customer service ranking
Drives to our interactive online tool to help users gauge their retirement readiness.
Promotes top ranking in customer trust.
Print, outdoor billboards, and online banners
Evolved visual identity system was launched to appeal to a broader, younger target audience.