Understanding the ROI of Gillette's multimedia campaign

May 2010

Does the web drive sales on auto insurance? French insurance provider MAAF wanted to determine the return on investment for paid search within the marketing mix. The results showed that for every euro invested, paid search delivered two euros in return. Also, 5.4% of auto insurance quotes were driven by web traffic.

This study aims at helping you understand the full marketing ROI on auto insurance sales in France. The study looks at the various marketing levers that drive traffic to MAAF's website, measures the impact between online and offline and concludes with some marketing mix optimisation recommendations.

The key findings were:

  • 5.4% of auto insurance quotes are driven by search traffic
  • 26% of the visitors on MAAF's website are driven by marketing levers. Paid search accounts for 31%.
  • Paid search is the most cost-effective advertising driver: every 1 euro invested in paid search delivers 2x better ROI
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