Kin Insurance
Strong Measurement Foundation Powers Scale for Kin Insurance
Reimagining Kin Insurance’s media strategy helped the brand achieve major revenue milestones in 2023.
Kin Insurance, a digital direct-to-consumer home insurance company, had aggressive growth goals for 2023. They knew that there was significant market demand, but weren’t sure if their existing program was mature enough to efficiency scale. Partnering with New Engen in the spring of 2023, the team focused on building a solid measurement foundation and then scaling efficiently.
Immerse
We had a deep partnership with the Kin Insurance data team and moved beyond in-platform metrics to utilize a predictive performance model with Kin’s 1st-party data.
Inspire
We adhered to a measurement plan meticulously built around Kin's unique business needs. With a strong measurement foundation in place, the team devised a roadmap for rebuilding Kin’s Search accounts and a rigorous framework for testing.
To rebuild Kin’s Search accounts, we first reviewed historical data to understand existing keyword & campaign groupings. Then, we iterated on initial rebuilds by layering on new tactics that would optimize for profitability by market, along with implementing stronger optimization signals for performance.
The account restructure and ongoing adjustments were informed by results from three distinct, methodical tests: device performance, keyword match types, and Performance Max adoption & utilization.
Implement
Methods for rebuilding Kin Insurance's Search accounts and optimizing performance post-launch:
Reviewed historical data to understand existing keyword & campaign groupings. Iterated on initial rebuilds by layering on new tactics that would optimize for profitability by market, along with implementing stronger optimization signals for performance.
Initiated a series of methodical tests on Device Performance, Keyword Match Types, & Performance Max Adoption & Utilization
Refined campaign approach based on test findings and scaled spend as performance began to stabilize.
Impact
With campaign performance stabilized, Kin was able to scale profitably - driving month-over-month increases in Closed Won volume throughout the year (until the implementation of a planned, seasonal pullback for Q4).
In January and February of 2024, total Closed Won volume was up by +260% and +240% YoY, respectively. Kin’s internal attribution confirmed that this volume was profitable.