- Success Stories
- Messenger
- FWD Thailand
MESSENGER
FWD Thailand
Generating more insurance quotes with Facebook ads that click to Messenger
FWD Thailand
Brand
SUCCESS STORY
To boost quote conversion rates by 5X, the insurance company worked with Meta Business Partner AiChat to build a Messenger-powered conversational experience, then promoted it with ads that click to Messenger.
more quote conversion rates from ads that click to Messenger than from business-as-usual campaign that clicked to website
lower cost per quote from ads that click to Messenger than from business-as-usual campaign that clicked to website
THE STORY
Protection for life
FWD Group is a life insurance business that serves millions of customers across Southeast Asia. FWD Thailand was founded in 2013, and offers insurance products covering health, life savings, retirement, disability and family.
THE GOAL
Chatting with tech-savvy customers
FWD Thailand was looking to earn better quality leads at a lower cost for its “E-Cancer” campaign.
Nowadays, customers expect to receive information quickly and easily, and businesses need to keep up with the times. We worked with FWD Thailand to implement a Messenger-centric solution that catered best to their target audience. We are happy to announce that the insurance company has since seen a considerable boost in quote conversion rates, while keeping costs low.
THE SOLUTION
Faster conversations
FWD Thailand had previously been using Messenger as a customer communication channel. To improve the offering, FWD Thailand partnered with Meta Business Partner AiChat to develop an automated experience that made it easy for people to receive quotes for its insurance products via Messenger. The team also created conversational scripts tailored to specific products, especially its cancer-protection offerings.
To spread the word about its messaging solution, FWD Thailand ran a campaign of photo ads that click to Messenger. These “E-Cancer” ads had a Send Message call to action that, when clicked, opened a conversation in Messenger where people could ask questions about FWD Thailand’s products and receive quotes. If people wanted to purchase, they could click through to the insurance company’s website. For comparison, FWD Thailand also ran its business-as-usual campaign of photo ads, which directed people to its website.
FWD Thailand served both campaigns to a lookalike audience based on a Custom Audience of existing customers. The insurance company also targeted people interested in insurance, as well as those who followed its Facebook Page and had recently visited its website.
THE RESULTS
Effective lead generation
FWD Thailand ran an A/B test comparing the performance of ads that click to Messenger to its business-as-usual campaign, and saw the following for its November 21–December 31, 2021 campaign:
- 5.4X more quote conversion rates from ads that click to Messenger than from business-as-usual campaign that clicked to website
- 5.6X lower cost per quote from ads that click to Messenger than from business-as-usual campaign that clicked to website
We want to be where our customers are and offer our insurance services across several digital touchpoints. So, we decided to get creative and experiment with Messenger. We partnered with AI software expert AiChat to set up a conversational Messenger experience and learned that ads that click to Messenger efficiently earned high-quality leads for our E-Cancer campaign.
We wanted to create a seamless and frictionless customer journey for people to easily interact with us. As many people in Thailand use Facebook, it was a great opportunity to test the customer journey within the Messenger platform. We are happy with the results and aim to replicate this success in other markets.
PRODUCTS USED
Messenger Solutions
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