Our client, Trust & Will, is an online living trust, will, and estate planning service.
As a new startup, this client was looking to grow in the digital marketing space. Because our client was so new, we knew that we would need to start from the ground floor with no historical performance or benchmarks, a big challenge for all involved.
We were all learning together as we began our engagement and started testing.
Estate Planning has traditionally been done in person, with a lawyer. This meant that we had to go beyond just standing out among potential competitors. We also had to consider how we could change how consumers think about estate planning and offer Trust & Will as a solution to their needs.
We hypothesized that by using family-oriented micro-influencers who had already established trust with their audiences, we would be able to catch the attention of consumers and help bust the usual objections.
We decided to infiltrate this well-established industry by using micro-influencers in a two-fold way:
- Use their organic exposure to build trust, and
- Repurpose their content to appeal to young parents.
By partnering with micro-influencers, we were able to create ads featuring their content.
Ads featuring micro-influencer content make up the 5 most profitable ads in the lifetime of Trust & Will Facebook Ads.
This ad below alone generated $32,417 in sales in 12 months.
These ads also make up 4 out of the 5 top ads by ROAS in the lifetime of the account.