It’s difficult to stand out in the life insurance market when regulations restrict one’s ability to be competitively unique. Positioning partnership as an added value is paramount to generating appeal with financial professionals who develop client relationships and sell life insurance products. Global financial titan, AIG, operating in 80+ countries with 50 thousand employees, is built on that legacy of partnership.

The AIG Life & Retirement group needed more independent agents, financial professionals, and agency groups to get appointed to sell life insurance from AIG companies. SEM, marketing automation, and Salesforce integration were tactics they had never employed before.

The AIG Life & Retirement group needed more independent agents, financial professionals, and agency groups to get appointed to sell life insurance from AIG companies. SEM, marketing automation, and Salesforce integration were tactics they had never employed before.

We launched a comprehensive recruitment digital campaign that targeted (and retargeted) web traffic who showed a vested interest in topics related to life insurance, selling life insurance, and the financial industry as a whole. Tactics included:

  • Email campaign
  • Static and animated Google display ads
  • Social media (LinkedIn, Instagram, Facebook)
  • Social videos
  • Keyword search ads (Google, Microsoft)
  • Featured snippets (strategic answers to search engine questions)

This independent distribution recruitment campaign is ongoing, and with each renewal, we refine it based on an analysis of the latest results. It has delivered more than 1,150 highly qualified leads to the AIG Life & Retirement Strategic Sales team at a cost far below that of more traditional recruiting methods. The campaign not only pays for itself, but also creates new profit centers.

9.8%

conversion rate

75%

increase in impressions

89%

video completion rate

promoted social media posts for AIG
branded icons for AIG
a photo of a happy woman sipping a drink
Laptop with website screenshot
an AIG web page as seen on a laptop
 paid search ad for AIG featuring a man using a tablet
an illustration of an AIG representative helping a woman in a wheelchair