Saskatchewan Blue Cross, a not-for-profit insurer since 1946, serves over 200,000 Saskatchewanians with health, travel, life insurance, and group benefits.

Though Saskatchewan Blue Cross was already running a paid social program, it lacked diversity and failed to differentiate from major competitors. Our role was to establish a creative performance strategy to increase quote submissions while also improving key metrics. The click-through rates (CTR) ranged from 0.25% to 0.40%, below the industry benchmark of 0.50% to 1%, which we aimed to meet or exceed.

We introduced a variety of ad formats, including videos, graphics, and UGC content, to create diversity in our testing. We used relatable messaging to different audiences (ages 24–35 and 55+), emphasizing trust and connection to shift away from the perception of being a cold insurance company.