The Problem
When people purchase a new home, researching and setting up a home security system is the least of their concerns. We were tasked with generating a multi-channel, targeted campaign to make the process accessibile and an easy choice.
The Insight
Mover's spend 22% more annually on home security than non-movers.
When purchasing home security, they placed the most value on affordability, monitoring services, and installation options.
The Audience
New movers aged 30 – 50, located in the United States.
The Strategy
The goal of the campaign was to convert new movers to SimpliSafe and build life-long loyalty.
Moving is stressful, and home security is one of the last things on people's minds. The targeting of the campaign helped introduce SimpliSafe, and the creative built confidence through benefit-focused messaging.
The Work
The campaign ranged across media, from display ads to direct mail. This allowed us to speak directly to the concerns of new movers, emphasizing the value and safety of SimpliSafe.
Display Ads
Site target list: HGTV, BHG, etc.
Direct Mail
Direct Mail Control that has been a top performer
Direct Mail Test that reduced value props
Paid Social
