CBC & Radio-Canada Media Solutions Case study: PROMUTUEL INSURANCE

PROMUTUEL ASSURANCE

PROMUTUEL INSURANCE / INSURANCE PRODUCTS / RADIO-CANADA CONTENT MARKETING

“As a 'Premium' placement option, Radio-Canada platforms delivered the type of performance our organization was expecting. The open, collaborative mindset of the teams in charge of Radio-Canada's digital strategies makes iteasy to activate effective campaigns.”

Dominic Lessard, Marketing Advisor, Promutuel

THROUGHOUT THE CAMPAIGN, WE OPTIMIZED
TACTICS, FORMATS AND FREQUENCY CAPS TO ACHIEVE
THE HIGHEST POSSIBLE CONVERSION RATE WITHIN
CPA PARAMETERS. THE TWO MOST EFFECTIVE
CONVERSATION RATE TACTICS WERE

THROUGHOUT THE CAMPAIGN, WE OPTIMIZED TACTICS, FORMATS AND FREQUENCY CAPS TO ACHIEVE THE HIGHEST POSSIBLE CONVERSION RATE WITHIN CPA PARAMETERS. THE TWO MOST EFFECTIVE CONVERSATION RATE TACTICS WERE

«LOOKALIKE»

«LOOKALIKE»
+ 227%

«CUSTOM AUDIENCE»

«CUSTOM AUDIENCE»
+ 42%

GOAL
Generate leads (completed form requesting a home insurance quote).

Collection and Unification

Organisation and Activation

ROLLOUT AND PLATFORMS

The digital campaign ran from June to December 2020 on CBC/Radio-Canada platforms, where we developed audience strategies leveraging our DMP — such as "Custom Audience" and "Lookalike." We also used FSA targeting to reach homeowners as well as our affiliate program (non-data-driven) to compare the effectiveness of our various strategies.
All these tactics were focused on maximizing the conversion rate within a very short window following exposure.

CBC & Radio-Canada Media Solutions Case study