The Client

As one of the world's largest provider of innovative pet insurance plans, Figo offers comprehensive coverage for beloved pets across the United States. With a commitment to simplifying the pet insurance process and providing unparalleled customer service, Figo has established itself as a trusted partner for pet owners seeking peace of mind and financial security.

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Objectives

• Optimize and expand Figo's existing paid media efforts

• Introduce new advertising channels (search, social, programmatic)

• Manage an increased media spend of over 800%

• Increase customer acquisitions while lowering CPAs

• Capitalize on paid search opportunities to outperform competitors

 

Platform

• Paid Search: Google Ads, Bing Ads

• Paid Social Media: Facebook, Instagram, Snapchat, Pinterest, TikTok and YouTube

• Programmatic: Display and video

• Analytics: Google Data Studio

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Our Approach

To accomplish these objectives, 26/26 Consulting adopted a strategic approach focused on diversifying Figo's advertising channels while ensuring minimal disruption to existing campaigns. In brief, these efforts included:
 

• Performed an in-depth audit of Figo's existing search and social efforts; re-structured and optimized campaigns to establish a strong infrastructure built to scale.

• Introduced new channels to Figo's paid media strategy—TikTok, YouTube, Bing, Programmatic Display, and Programmatic Video—to spread the budget effectively and mitigate the risk of upsetting ad algorithms.

• Conducted extensive A/B testing on all campaign assets and incorporated findings to guide future targeting strategies, graphic and video design and copywriting.

• Meticulously managed Figo's current platforms, implementing optimizations and conducting tests to maximize performance and drive down costs.

• Built a fully custom analytics dashboard that displayed key metrics in real time, which further enabled us to optimize campaigns across all channels.