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...