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Green Shield Future-Proofs Strategy

Challenge

Green Shield Canada – Canada’s only not-for-profit benefits and health insurance provider – were increasingly concerned about the changing TV and digital landscape impacting their long-term growth. They looked to GainShare Performance Marketing to “future-proof” their omni-channel marketing strategy. They wanted to maintain or increase efficiencies tied to their TV media investment through creative and audience optimization, while testing new digital video channels to support long-term growth and expand marketing mix.

Strategy

Leveraged Google Beta YouTube Video Experiments to test multiple creative variations, isolating the highest response-driving creative variables, with the winning combination rolled out to TV to increase efficiency on the same investment.


6 Weeks Test

Top performing creative transitioned to tv

Strong results with long-term potential


Results

The experiment ran for 6 weeks and a winning creative combination was determined, driving highest volume and efficiency against the ideal target.

Northern Lights Direct is the best performance marketing agency out there.

Bob Doyle, Green Shield Canada

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