Bringing New Energy
to a Multi-Industry Campaign 

Texas Mutual Insurance Company puts qualifying policyholders from select industries into “safety groups” to provide better rates and added services. When the company wanted a more efficient way to reach those audiences, Wick initiated a programmatic advertising strategy that could carry a broader, more effective message to targeted decision makers in 23 specific industries.

With media becoming more digital, reaching 23 different industry groups through traditional media became increasingly inefficient and less cost-effective.

By creating a single message that could appeal to multiple industry groups, Texas Mutual could reach beyond industry-specific, niche publications and use a programmatic digital marketing strategy to more efficiently target a diverse group of companies.

Wick developed a messaging strategy focusing on the benefits of being a part of a workers’ comp safety group and then partnered with Seattle-based PrograMetrix, a programmatic advertising agency, to create a digital campaign that could reach diverse industries. With A/B creative testing and a sample audience, we evaluated the most effective messages for cross-industry appeal.

The digital approach successfully achieved its goal of reaching a broader range of industries with unified messaging. This proved to be an efficient strategy that allowed Texas Mutual to get more impact from its advertising budget. The initial two-flight campaign yielded 9,726,621 impressions, 127,508 total engagements and a click-through rate of 0.23%. The result was a $0.33 cost per engagement and an effective outreach strategy that prompted companies to go deeper and wider through the Texas Mutual website.

Programmatic advertising is an efficient means of expanding outreach opportunities and getting more mileage from every marketing dollar. Additionally, it opened the door to a new way of reaching niche audiences with highly relatable, broad-based messaging. Lastly, when real-time data showed COVID fatigue was diminishing response rates, the strategy allowed the team to quickly adapt new messaging and re-energize the campaign.