RAA is dedicated to providing high-quality insurance products for drivers in South Australia. However, many consumers fail to recognise the value of RAA comprehensive car insurance despite its higher cost. To address this, I spearheaded a campaign that leveraged the team’s expertise and local knowledge. The primary goal of the campaign was to boost business impact, fuel growth, retain customers, drive revenue, and optimise customer lifetime value. Through testing messaging across 6 identified cross-sell opportunities at various stages of the early member journey, I designed an mail format that incorporated captivating imagery and animations to showcase RAA’s extensive knowledge of South Australia’s road network and emphasise the excellence of their car insurance solutions. The campaign yielded impressive results, with a significant 4% increase in policy uptake through cross-selling and a noteworthy 3.5% click-through rate for personalised trigger emails.
