KBR Case Study

Insurance Client — Strategic Test-and-Learn

Developing a consistent, data-driven 12-month advertising plan with structured testing and always-on optimisation.

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Background & Challenge

The client historically ran tactical, standalone campaigns with minimal long-term strategy or cross-campaign learnings. KBR was engaged to create a 12-month plan that aligned activity, improved efficacy, and embedded measurement. (Challenge, p.2.)

Strategy

  1. Performance WIP calls — bi-weekly reviews to align on results, business context, and optimisations. (p.3)
  2. Test-and-learn framework — first 3 months to test tactics/placements; next 9 months to scale what works. (p.3)
  3. Comprehensive media plan — consistent spend while testing:
    • Audiences: direct site buys, Lotame, ShareThis, Lifesight, FourSquare.
    • Formats: instream, outstream, native, banners.
    • Environments: websites and apps.
    • Inventory: curated PMPs, open exchange, direct PGs.
    • Tech: DV360, Zemanta, The Trade Desk, Adform.
    • Delivery: device, TOD, DOW, browser, OS. (p.3)
  4. Custom reporting dashboard — real-time view for always-on activity to spot opportunities quickly. (p.3)

Results

Increased consistency

Steadier spend patterns and audience alignment.

Enhanced optimisation

Faster adjustments off live data.

Clearer reporting

Stakeholder-ready ROAS visibility and narrative.

Improved efficacy

Optimised media mix and delivery cadence. (Results, p.4)

What We Did

Planning

  • 12-month roadmap with 3-month test bed.
  • Consistent budgets per tactic to enable clean reads.

Activation

  • Executed across formats, environments, and curated vs open inventory.
  • Applied delivery controls (device/daypart/DOW).

Measurement

  • Always-on dashboard for live optimisation.
  • Bi-weekly WIPs to agree actions and track ROAS.

Want a Year-Round, Data-Led Plan?

We’ll design a test-and-learn roadmap, stand up the dashboard, and keep a cadence that compounds results.