MetLife: Growing the Acquisition Engine

MetLife and Neo@Ogilvy worked together to challenge negative consumer views about the financial services category and meet aggressive acquisition growth goals.

MetLife: Growing the Acquisition Engine

1. BUSINESS SITUATION

In a newly formed partnership, MetLife and Neo@Ogilvy agreed upon extremely aggressive acquisition growth goals for 2009 and 2010:

  • Increase “shopper” visitor traffic by 25%, while decreasing Cost Per Visit by 20%

  • Generate 50% YOY increase in leads in 2009, and 140% YOY increase in leads in 2010

  • Improve lead and customer quality

  • Establish metlife.com as a viable sales channel

  • Drive brand preference

Goals come hand in hand with challenges:

  • Recent financial crises eroded trust and credibility within the category

  • Low share of voice within the category (5%)

  • Highly competitive...

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