HOW AMICA CHALLENGED CATEGORY GIANTS ON NATIONAL TV

Case Study

HOW AMICA CHALLENGED CATEGORY GIANTS ON NATIONAL TV

All-Inclusive TV Case Study

Streaming TV Case Study

Media Case Study

Amica used TV to go toe-to-toe with category giants. Powered by Marketing Architects' AI, Annika, the campaign matched the reach of top competitors, drove a 21% jump in weekly branded search, and grew brand familiarity.

Highlights

TRPs on par with the largest insurance brands

+21% average weekly branded search

+5% brand familiarity

Praise

“Marketing Architects helped strengthen our position as a challenger brand in an extremely competitive category. This campaign not only helped us to effectively and efficiently increase our share of voice and awareness nationally but provided smart incremental reach and frequency in key geographic areas.”

—Mike Plante, Managing Vice President at Amica

Objective

Gain visibility in the most competitive category on TV.

Standing out from giants like GEICO, Progressive, and State Farm was no small task. Insurance is the most expensive and crowded category in TV advertising. Insurers spend nearly $7 billion on marketing annually, with 40% of budgets going to TV.

Strategy

Outsmart, not outspend, competitors on TV.

Amica couldn’t match category leaders’ budgets. To compete, the brand needed a smarter way to show up.

Amica launched a national TV campaign powered by Annika®, a media-buying AI designed to find efficient reach across linear and streaming TV.

Media ran across premium broadcast, cable, live sports, entertainment, and tentpole programming. Annika optimized continuously, adjusting networks, placements, and pricing in real time to keep costs down while reach scaled.

Results

National TV puts Amica on equal footing with insurance giants.

Amica achieved reach levels comparable to State Farm and USAA at a fraction of the cost. Share of voice shifted from below Amica’s share of market to more than triple it. This contributed to a surge in share of search, with average weekly branded searches increasing 21% nationwide. Next, brand familiarity and purchase intent increased, even as the category softened.

Tentpole placements amplified gains. Airings during NFL games and the World Series delivered incremental reach among light TV viewers, allowing Amica to reach 98% of the same households as its top five competitors. But even as TRPs skyrocketed, all CPM targets were met, reinforcing consistent presence without waste.

Media

Featured on top networks: