“New Homeowners
Lead Nurture” Journey

The under 40 new homeowners’ market was growing fast and American Family had low awareness with this audience. We were outspent 75-1 by our competitors. They said we’d never be able to play in this space. But we weren’t convinced. We created a targeted lead nurture DM campaign. Mail pieces showed up at key moments with solutions you wouldn’t expect from insurance company — and earlier than our competitors entered the picture. We were there to help every step of the way. So, when it came time to bind, AmFam was the obvious choice.

The result? Awareness for the brand for under-40 consumers increased by 12.2% and
consideration for the brand for under-40 consumer increased by 20.6%.