Prior advertising was all bottom of the funnel. As we looked to support full-funnel messaging, creative needed to flex in different ways and ensure each stage was fulfilling on its role. 

There was also a desire to communicate a lot of messages, and there were some ways to explore that we were not using which we had, such as the A++ AM Best financial strength rating (which only one other competitor could say, and that's because they're a sister company.) All of these elements, in addition to introducing new formats, allowed us to tell stories and get a lot more across in a small space.

With a small budget and small niche audiences, we were also challenged with the volume programmatic advertising requires and our resources. To solve for it, we looked at ways to repurpose creative across segments, improve efficiency of production, and develop new ways of thinking about creative execution.