Allianz Global Assistance UK’s objectives were to attract a family audience and grow a community on Facebook where targeted promotions for their insurance policies would be placed. What was most important to them was generating revenue through trackable sales promotions, and driving measurable traffic to their website from social channels.
Through a sales focused campaign, we helped Allianz Global Assistance UK sell insurance policies directly through Facebook, and achieved a 28% sales conversion rate from Facebook traffic during the campaign period.
Through a series of unique campaigns and ongoing community activation, we took Allianz Global Assistance UK’s freshly started Facebook page to an engaged community of potential insurance buyers all within the UK.
Beginning with a tactical campaign, we quickly increased the Allianz Global Assistance UK audience size through a competition supported by highly targeted social advertising and PR & Outreach activities. By securing a synergistic partnership with Ellis Brigham in the suitable theme of adventure travel, potential customers were encouraged to participate for the chance to win amazing ski gear prizes!
The results from this first campaign alone were a 6800% increase in page likes, 4000 engaged users who either clicked or shared a story, and 350 email addresses to be added to the Allianz Global Assistance UK Database for future marketing.
After building a relevant audience of potential insurance buyers, our work shifted to achieve AGA UK’s commercial objectives – to sell more insurance policies. To achieve this we engaged prospective customers with highly relevant promotions tailored to suit their interests with advanced targeting. Over the course of three additional tactical campaigns supported by further community activation and Online PR activities, we not only continued the growth of the AGA UK Facebook community, but turned fans into policy holders with direct sale of insurance policies on Facebook and an increased conversion rate on sales from Facebook traffic.