Revolutionizing Insurance eCommerce
As a new brand, our primary goal was to establish Fairfirst Insurance as a recognizable name. We embraced this challenge by implementing various strategies to enhance brand visibility across search and social media, fostering engagement and loyalty. Following this, we focused on connecting the Fairfirst name with innovation in the insurance sector. We began serious development on a proposed online platform aimed not just at offering traditional insurance policies, but also at providing a customizable ‘build your own’ motor policy tool. This feature enables users to insure specific parts of their vehicle, choose additional coverage options, and set their own deductibles, making it a unique offering in the industry that positioned Fairfirst ahead of its competitors. Antyra developed the policy calculation and rating engine, while designing a user-friendly purchase flow to facilitate quick transactions, aiming for the purchase of a full insurance policy in under three minutes. To promote this new initiative, Antyra executed a comprehensive digital marketing strategy to generate initial awareness and stimulate user interest. This included a multi-channel approach with SEO, PPC, and advertising on platforms such as Facebook, Instagram, and YouTube—culminating in a homepage takeover of www.youtube.lk for a day. We ran targeted advertising campaigns at the brand, insurance category, and product levels, utilizing numerous A/B tested messages for effectiveness. With a focus on the conversion funnel, we conducted real-time optimizations while Antyra’s digital marketing team closely monitored results. As a result, vehicles totaling USD 632,000 (LKR 100 million) were insured online within the first 45 days, with a remarkable 300% increase in website traffic and a 600% expansion of our online brand presence over the past two years.