NRMA Insurance

About NRMA Insurance

NRMA Insurance is one of the most trusted providers of insurance services across Australia and New Zealand, offering coverage across motor, home, travel, and business categories. With a large customer base and cyclical buying behavior, NRMA partnered with Metrix to improve the performance of their digital re-marketing efforts — aiming to engage lapsed leads and attract new customers through smarter campaign strategies.

Challenges

Despite having strong brand recognition, NRMA’s digital remarketing performance had plateaued. Key challenges included:

• Re-marketing Strategy Misalignment – Previous campaigns were not optimized for the natural buyer cycle in the insurance industry, leading to missed opportunities.

• Stagnant Lead Generation – Existing campaigns struggled to convert cold and warm leads effectively.

• Campaign Fatigue – Audiences were receiving repetitive messaging, limiting engagement and response rates.

• High Competition – Competing insurance providers were investing heavily in digital ads, making it critical for NRMA to stand out with precision targeting and timing.

Approach

Metrix approached the project by aligning NRMA’s product promotions with real-world buyer behavior — leveraging intent signals, timing, and segmentation to create more personalized and effective campaigns across multiple digital channels.

Strategy & Execution

The project was executed through a performance-first lens, blending re-engagement with strategic acquisition:

• Cyclic Buyer Mapping – Analyzed lead lifecycles and common renewal patterns across product categories (car, home, travel).

• Audience Segmentation – Built dynamic audiences based on behavior, lapsed timeframes, and intent levels — including first-time visitors, recent quote requests, and returning customers.

• Re-marketing Funnel Design – Created tiered campaign funnels targeting cold, warm, and hot leads with tailored messaging.

• Creative Refresh – Deployed new creative concepts with urgency-based hooks, benefit-led headlines, and clear call-to-actions.

• Smart Campaign Optimization – Used real-time performance data to adjust bids, timings, and placements — ensuring maximum reach at the lowest cost per lead.

Outcomes

The revamped re-marketing campaigns significantly outperformed previous benchmarks. NRMA saw stronger engagement, more leads, and a better return on digital spend — turning passive browsers into active buyers.

Key Results

16

%

Increase in daily lead volume

13

%

Decrease in cost per lead across target product categories

2

x

Engagement from returning users through segmented re-marketing