Longevity Report DTC Campaign

We first launched the FOXO Longevity Report as a product add on for our B2B life insurance policy holders. Consumer feedback suggested that consumers wanted to buy the Longevity Report stand alone.

We ran our first DTC product marketing campaign during Memorial Day with a fairly small budget.

We performed creative A/B tests to determine if product imagery or lifestyle ads would increase conversion.

I learned from other product ads I’ve done that sometimes basic, almost boring product images performed better than other creative imagery, so we took that approach to test here.

We targeted a subset audience in key geographical segments to optimize our spending.

We also developed an email nurturing campaign for our existing consumer audience.

Performance:

• Increased website visitors by 35% to the prior month

• Landing page conversion to the purchase page was 12%

• We drove a ROAS of 2x.