At-Bay Paid Ads - Leveraging AI

At-Bay, a specialty insurance provider known for its expertise with Wholesale Brokers, sought to strategically expand into the Retail Broker Insurance market. Our challenge was to create a targeted paid advertising campaign that would establish At-Bay as a trusted partner in this new segment while leveraging the power of AI to optimize reach and engagement.

Design Challenge

With limited brand recognition among Retail Insurance Brokers, we needed to develop a campaign that would:

Clearly differentiate At-Bay's value proposition for a retail audience
Build credibility in a new market segment without alienating existing wholesale partners
Effectively communicate complex insurance offerings in attention-grabbing digital formats
Gather critical market intelligence about this new audience to inform future marketing efforts

Team Collaboration

Lead Copywriter: Partnered on message development and audience-specific language
Digital Marketing Lead: Collaborated on platform strategy and performance metrics
Key Stakeholders: Chief Marketing Officer, Senior Director of Corporate Marketing and Brand, Director of Insurance Marketing

Ad Run & Goals

Ad Placement

LinkedIn
Audience: Retail Insurance Brokers at Marsh, AON, Willis Towers Watson, Lockton & Gallagher

Goals

Build brand awareness for At-Bay, Top of Funnel (ToFU)

Inspiration & Exploration

With this being a new audience for At-Bay, we wanted to test evergreen imagery against some more outside-of-the box AI generated visuals and see what resonated with the Retail Broker audience.

Visual Themes

Our team employed a dual approach to visual content creation. First, we curated a selection of strategic stock imagery that aligned with our messaging objectives and complemented the ad copy. In parallel, we developed specialized prompts for Midjourney's AI generation tool, crafting parameters that would produce visuals consistent with At-Bay's established visual identity while introducing fresh elements tailored to the retail broker audience. This hybrid method allowed us to maintain brand consistency while experimenting with innovative visual concepts that could capture attention in a crowded digital landscape.

Building & Testing the Ads

Through close collaboration with the team, we methodically refined the visual elements to ensure maximum impact. Mastering Midjourney's AI generation capabilities required significant investment in learning the platform's nuances and developing expertise in prompt engineering. We discovered that crafting effective prompts was both an art and science—requiring precise language, strategic parameter settings, and iterative refinement to produce visuals that aligned with our creative vision while maintaining professional quality.