Born for the road
The classic car culture is in Hagerty’s DNA. The company provides insurance coverage for collector cars, motorcycles, boats, vintage race cars and more. Membership also provides access to the company’s roadside assistance programmes, an award-winning automotive magazine, invitations to seminars and events and one of the world’s largest automotive communities. It’s not just an insurance company, but a force in the enthusiast car market.
Hagerty employees believe it is their responsibility to support organisations and initiatives that help make sure the vehicles they love—and the lifestyles that revolve around them—not only survive, but thrive. The company is dedicated to supporting car culture through youth, education and heritage through its youth programmes and support of the RPM Foundation and Historic Vehicle Association.
“The name Hagerty has become synonymous with classic cars,” says Joe Niemer, Vice President of Digital Commerce at Hagerty. “We want to broadcast our message to even larger audiences as the community grows and becomes as diverse as the cars people like to drive.”
Though many classic cars are associated with days gone by, Hagerty embraces the digital world where most customers look online via computers or via mobile devices to research or purchase insurance. This requires the company to look forward and engage customers with more advanced digital strategies. In turn, Hagerty also needs integrated analytics and digital marketing solutions that help marketers cut through the complexity, as well as scale and grow the business.
“With every challenge we faced, we used to either adopt a new tool or pull in a new agency to address it,” says Niemer. “That approach created new challenges, such as integrating solutions, scaling or co-ordinating efforts. We needed to switch gears and look for fewer, smarter solutions to simplify digital marketing.”
Hagerty turned to Adobe to help make sense of digital marketing and advertising by choosing Adobe Advertising Cloud Search and Adobe Analytics Cloud, both part of Adobe Experience Cloud.
Start your engines
To help ensure a smooth transition from its previous ad and marketing tools to Adobe solutions, Hagerty tapped into Adobe Customer Solutions. Adobe solution engineers and architects helped set expectations across teams, trained Hagerty marketers on best practices and optimised campaigns. Engaging with Adobe Customer Solutions not only established a strong foundation, but also accelerated wins. In just over one month, insurance application completions were up 37%, while cost per application was down by nearly 27%.
“Adobe has a unique ability to create integrated marketing and analytics solutions and backs its solutions with fantastic training and support from Adobe Customer Solutions,” says Mick Bassett, Search Engine Marketing Analyst at Hagerty. “Early on, we saw how Adobe Analytics and Adobe Advertising Cloud can work together to give us data and insights that are more actionable and reliable.”
Adobe Analytics provided key insights that accelerated success for new campaigns. The data and analytics enabled greater understanding of conversion points within the digital experience. By identifying those points and building KPIs according to specific goals, Hagerty can create pinpoint campaigns that deliver optimum results.
Additionally, at the outset of launching campaigns with Adobe Advertising Cloud Search, the team bundled its campaigns into a single portfolio to collect as much data on as many keywords as possible. This enabled Hagerty to jumpstart machine learning and build data-driven insights about keywords and marketplaces faster.