Connecting insurance marketing from first interest to policy purchase.
Bubblegum, part of MoneySmart Group, brought a fresh, accessible approach to insurance in Singapore. Its car and travel insurance products needed marketing that could reach relevant audiences and support their progression from initial interest to a policy purchase.
admiral.digital connected audience strategy, performance marketing, tracking and funnel analysis around that journey. The work helped the teams understand how different channels contributed, where customers stopped progressing and which changes could support better acquisition decisions.
The priority.
Turn interest in Bubblegum into meaningful progression towards a policy purchase.
Insurance customers do not all arrive ready to buy. Some are researching options, others have an upcoming trip or renewal, and some begin a quote but leave before completing it.
The priority was to connect acquisition activity with what happened next: reaching relevant audiences, bringing interested customers back and understanding the steps between an advert click, a quotation and a purchase.
Our approach.
We organised the work around customer needs and stages of intent.
Audience personas and content narratives provided a strategic foundation for messaging and targeting. Paid search captured existing demand, while paid social introduced the products and built audiences for remarketing.
Tracking and funnel reporting connected these activities with behaviour on the website. This helped distinguish traffic generation from progression towards quotes and purchases, informing campaign decisions and recommendations for the wider customer journey.
The work.
Audience strategy grounded in insurance needs.
We developed personas and narratives for car and travel insurance, connecting product benefits with different customer motivations and barriers.
For travel, this included younger travellers, families, frequent travellers and people taking short cross-border trips. Messaging explored value, convenience and customer support within Bubblegum’s established positioning.
The framework helped guide how the products could be communicated to different audiences and at different stages of consideration.
Performance marketing across search and social.
We managed Google search and Meta campaigns for car and travel insurance, with distinct approaches to prospecting, engagement and remarketing.
Search activity addressed branded, generic and competitor queries. Social campaigns supported awareness and consideration, while remarketing re-engaged people who had visited the website or interacted with Bubblegum content.
Campaign reviews informed changes to targeting, keywords, bidding, budgets and conversion signals. The focus extended beyond generating clicks to understanding the role each channel played in attracting potential customers and supporting their next step.
Tracking that connected activity with progression.
We worked on tracking and reporting across key stages of the insurance journey, including product engagement, quote requests, quote acceptance and purchase.
This gave the team a more detailed view of how audiences moved through the funnel and how behaviour differed between traffic sources.
We also identified measurement limitations, helping the team distinguish useful directional findings from results that could not be confidently attributed to a particular channel.
Funnel analysis translated into practical actions.
We analysed where customers stopped progressing and used those findings to inform campaign optimisation and website recommendations.
These included clearer routes to quotations, calls to action suited to different levels of intent and opportunities to re-engage interested customers. Selected email communications received optimisation and setup support as a small part of this wider effort.
We helped the Bubblegum team connect campaign learnings with reporting and prioritised recommendations, providing a clearer basis for informed acquisition decisions.
The result.
A more connected approach to managing insurance acquisition.
Bubblegum gained audience-led strategic guidance, managed search and social campaigns, and reporting that linked marketing activity with key steps in the purchase journey.
The work provided a clearer basis for assessing channel roles, identifying friction and prioritising improvements. It helped shift the conversation beyond traffic and clicks towards the customer actions that matter on the path to a policy purchase.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.