What we did
We set out by building a team that would be the lead driver of the digital marketing transformation. We included the business owner, sales, customer service and administration, and added our own experts in web development, design and performance marketing.Our goal was to bring the Signal Iduna team closer to its customers, so they could understand and build user journeys that resonated with their audience.
Throughout the journey, we held 1-on-1 coaching sessions with Product Owners and dedicated workshops together with the Signal Iduna team to share best practices in digital marketing and agile ways of working, ensuring teams to perform with complete autonomy.
In the weeks that followed, we created 4 online direct-sales websites aimed at specific customer groups and began running online campaigns.We unpacked each insurance product and adapted the channel-mix and targeting using A/B testing to reach the right audiences at the right time. We even developed standardized best practices to assist in the building of future campaigns.