Brand advertising proven as a measurable driver of acquisition
A large regional property and casualty carrier in the Northeast had invested heavily in performance marketing, and had no framework for understanding whether brand awareness and reputation were doing anything for lower-funnel results.
The organization could measure quote activity, web traffic and campaign performance. It could not answer whether brand advertising generated incremental business, how long the effect lasted, or whether sustained investment improved acquisition over time.
The Director of Brand needed to move the conversation from brand as a cost center to brand as a measurable business asset. That took a testing method rigorous enough to isolate the impact of brand media and quantify it.
Coologee worked as an extension of the internal team, alongside the Director of Brand, to design and run a market-based brand experiment answering one question: does sustained brand advertising create growth beyond what performance marketing alone delivers?
The program ran in multiple waves, evaluating traffic, quote-start activity, direct and agent-driven acquisition, awareness, consideration, favorability and branded search. Continuous and pulsed media were both tested.
The experiment produced clear evidence that brand marketing delivered measurable business impact.
The more durable outcome is the framework. The client has a repeatable way to evaluate the business value of brand investment, and a link between upper-funnel spend and acquisition that survives a budget conversation.
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