The Military Mutual
Giant Leaps with baby steps – using metrics to improve performance
The Military Mutual is a young brand specifically targeted at supporting the military. In year 2 we needed to keep delivering the sales targets the year after launch – maintaining the same levels of growth despite having harvested the most likely net new responders in year 1.
Keep it simple and focus on core brand messages – use data to find appropriate audiences to fit the brand. We took this approach rather than varying message by audience because we were in hardcore acquisition mode, starting from a small base rather than finding marginal gains on a big base.
Almost doubled response and sales in H2 to achieve brief - Average sales per month H1 2017: 643. Average sales per month H2 2017: 1.2k. Crucially, doubled the mailed volume and maintained response rates.