350% increase in reach, 5 min avg. read time
AIG Life published its first campaign with Turtl in 2017 –a repeat of a campaign previously presented in PDF. The results speak volumes.
The team were delighted with the visual quality and feel of the new campaign but were even more impressed when the performance data started coming in.
Whereas the previous campaign had gained around 300 reads, the Turtl campaign - sent to exactly the same audience - gained over 1,000 reads, representing a 350% increase. The written content of the campaign was identical to the previous campaign, meaning that this increase could be attributed solely to the shift from PDF to Turtl.
Turtl was able to dramatically increase our reach simply by improving the reading experience. We were expecting improvements, but not on this scale.
The increase in reach was supported by average read times of 5 minutes and 15 seconds, validating the relevance and value of the content to their audience. In addition, AIG Life was able to see exactly where readers were spending time in the content and which parts were seeing lower levels of engagement. This kind of insight was entirely missing from all previous campaigns and was instantly used to fuel future campaigns.
The new analytics insights turned a previously superficial assessment of campaign performance into a detailed opportunity to fully quantify reader engagement and improve the relevance and impact of future content. As a result, AIG Life found it easy to justify investment in future research-led campaigns as they knew they would be able to fully demonstrate the return on investment and select areas for focus with complete confidence.
It's hard to imagine that we used to operate without this kind of insight
