Aflac’s Shift from Efficiency to Impact: 3x Lead Growth
The Solutions
We shifted Aflac's digital strategy from brand-dependent bottom-funnel tactics to product-first prospecting. Which is to say: we stopped assuming everyone who knew the Duck understood what the Duck was selling.
Product-First Paid Search
Rebuilt campaigns around product keywords ("dental insurance," "short-term disability") rather than brand terms
Created dedicated landing pages for each product line
Intercepted consumers at the moment they're actually trying to solve a problem
Audience Segmentation via Machine Learning
Identified high-propensity prospects based on browsing behavior and similar audience modeling
Found people who looked like they might actually buy insurance, as opposed to people who just thought the Duck was funny
Product-Centric Creative & Remarketing
Developed messaging that clearly explained what each product covered and who it served
Retargeted users with tailored messages about the specific products they viewed
UX & Site Wayfinding Overhaul
Launched dedicated prospecting landing pages optimized for conversion
Refined self-selection paths for business vs. consumer audiences
A/B tested CTAs, headlines, and layouts to create a frictionless journey
Result: 99% of leads converting through the correct form for their segment
The Result
Tested media mix expansion toward incremental lead and revenue growth, rather than optimizing towards easy wins.
Activated a robust media testing roadmap focused on audience segmentation, sequential messaging and product-focused creative.
Enhanced the experience of core owned properties through digital optimization, experience testing and user research.
Integrated marketing data with Aflac's business outcomes to understand the true impact of the marketing mix.
194%
Increase in Consumer Leads
257%
Increase in B2B Sales Leads
31%
Increase in e-Commerce Sales
