CASE STUDY
Esurance
Capturing More Exposure From
Twitter Than A Super Bowl Ad
Their Story:
Esurance is insurance for the modern world. Founded in 1999, the
direct insurance provider was born online and built to save people
money on insurance by allowing customers to quote and purchase a
policy online. The money Esurance saves by being a modern, smarter, more efficient way to shop and purchase insurance is passed
directly along to its customers.
Background:
• For the 2016 Super Bowl campaign, Esurance created a Twitter-
Highlights:
based sweepstakes “Pass It On” to engage people through the
entirety of the game and well after.
• The sweepstakes was communicated during two TV spots,
but instead of buying spots within the game, the spots were
strategically placed before and after the big game to ensure people
would continue to engage with the brand.
• Both spots directed people online encouraging them to re-tweet
#EsuranceSweepstakes during and after the game. To continue
40.6M
reach and
9,000
Tweets/min
for lower cost
than the average Super
Bowl commercial
participation throughout the game, Esurance utilized promoted
tweets that encouraged repeat entries during commercial breaks
keeping interest and engagement high.
5%
lower CPQs
Execution:
• The Ampush-Esurance team targeted large audiences with a
combination of automatic and manual bidding, seeing generally
consistent performance across the two bid types. Ampush
analysts released fresh tweets in real time as the game progressed,
bidding at or above the Twitter-recommended levels for their
audiences in order to gain traction quickly.
Execution: (continued)
• As the game went on and our campaign gained momentum, Ampush analysts optimized budget
and bids to favor campaigns with low CPMs and high re-tweet rates. Targeting the SuperBowl
event proved most effective, massive mentions of this event drove CPMs down and allowed
campaigns targeting the event to account for ~20% of impressions with 5% below-average CPMs.
Results:
• By the end of the campaign, they served 40.6M impressions, and garnered more than 3x as many
mentions as the runner-up, Doritos. Their Twitter branding campaign netted 1.2M engagements
and a place in the conversation for the duration of the game.
• Esurance saw downstream benefits from its branding campaign as well. For several weeks they saw
cost-per-quote fall 5%, largely due to increased conversion rates. They also enjoyed accelerated
delivery due to increased eCTR, with weekly average impressions up ~37% for a month following the
SuperBowl.
ARE YOU READY TO PUT TWITTER TO WORK FOR YOUR BUSINESS?
Contact us at [email protected] for information.
1.877.AMPUSH.1
www.ampush.com
San Francisco |
New York