Multi-Screen Product Launch Campaign
Maximize reach and memorability at launch by orchestrating Display, Video, DOOH and Social campaigns across every screen.
+34% Cross-Sell Revenue at 2.1x ROAS
The challenge: 2 million customers, 85% holding just one policy
A major insurance group with over two million policyholders was sitting on an enormous first-party data asset but only activating it through email. Despite a broad portfolio covering home, auto, health, life, and travel insurance, fewer than 15% of customers held more than one policy. The company needed to unlock cross-sell and upsell revenue at scale -- through channels that email alone could not reach.
Kalithea Media designed a CRM-driven programmatic strategy that matched each policyholder to the product they were most likely to purchase next. We onboarded CRM segments into DV360 and Meta, built product affinity scoring models, and deployed personalized campaigns across display, social, and native placements -- all optimized on CPL and CPA pricing. The result: 34% more cross-sell revenue at a 2.1x ROAS, with acquisition costs 45% lower than cold prospect targeting.
How we delivered results
We turned dormant CRM records into high-value revenue opportunities at a fraction of the cost of acquiring new prospects.
CRM data onboarding and granular segmentation
We securely onboarded the insurer's CRM data into DV360 and Meta through encrypted matching and clean-room environments. Granular audience segments were built based on current policy type, tenure, claim history, and demographic profile to identify the highest-potential cross-sell targets.
Product affinity scoring for hyper-relevant offers
We built a proprietary scoring model that analyzed purchase patterns and life-stage signals to predict which product each customer was most likely to buy next. This enabled hyper-relevant offer matching at the individual level -- not broad segment-level guessing.
Personalized programmatic activation on CPL and CPA
Dynamic creatives were assembled in real time via DV360, displaying the recommended product with tailored messaging and pricing for each segment across display, Meta, LinkedIn, and premium native placements. Campaigns were optimized on CPL for lead generation and CPA for policy completion.
Exclusion and frequency orchestration
We automatically excluded existing holders of each product from corresponding campaigns and enforced cross-channel frequency caps across DV360 and social. This ensured optimal exposure without ad fatigue -- and zero wasted spend showing home insurance ads to someone who already has one.
Why Kalithea made the difference
Privacy-compliant data activation
All CRM data was onboarded through encrypted matching and clean-room environments, ensuring full GDPR compliance while maintaining high match rates across programmatic ecosystems. As an independent agency, we maintained strict separation between our clients' first-party data and any third-party interests.
Rigorous incremental lift measurement
We ran A/B holdout testing to isolate the true incremental impact of programmatic cross-sell campaigns, proving 21% uplift beyond organic conversion. Full transparency on what the media actually delivered versus what would have happened anyway.
Unified customer journey visibility
A consolidated reporting dashboard connected programmatic touchpoints with CRM conversion data, giving the insurer full visibility from first impression to policy purchase across every channel. CPL and CPA metrics were tracked at the product and segment level.
+34%
Increase in cross-sell revenue from existing policyholders
2.1x
ROAS achieved on CRM-based audience segments via DV360
-45%
Lower CPL compared to cold prospect targeting
18%
Upsell conversion rate on personalized CPA-optimized offers
Discover more...
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