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Case Study
HOW AMICA CHALLENGED CATEGORY GIANTS ON NATIONAL TV
Amica saw:
TRPs
on par with the largest insurance brands
+21%
average weekly branded search
+5%
brand familiarity
“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
OVERVIEW
A century-old insurer gains visibility in the most competitive category on TV.
Founded in 1907, Amica is the oldest mutual auto insurer in the country. For decades, a reputation for exceptional customer service fueled steady growth.
But 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. To compete nationally and build mental availability, Amica needed a smarter way to show up.
OBJECTIVE
Outsmart, not outspend, competitors on TV.
Amica couldn’t match category leaders’ budgets. But to continue to grow, they needed to build brand equity at a national level.
Partnering with Marketing Architects, 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.
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