We worked in close collaboration with the insurer to build the flow of the campaign: from journey mapping, creative and messaging, to the verification process and how the offer would be applied. Facebook Messenger has proven to be an extremely effective channel due to the high usage of this platform in the region, as well as the more engaging and personal campaign formats that are available. The results from the campaign were very positive, with a CVR of approx. 14%.
This uplift shows the efficacy of this method, even with a limited sample size. Wider feedback was also very positive and constructive, including a preference for products with dependent benefits as well as a call for more prompts at certain points of the online journey.
Next steps: Company-wide roll-out with omni-channel strategy
Following the success of this campaign, we will continue to work on expanding and rolling out to thousands of employees. A use case is also being developed for an omni-channel flow to drive offline traffic onto digital channels. The Connect solution created a new channel for sales that did not exist previously in this leading insurer, allowing it to reach their employees in a more personal way on their favourite messaging platform.
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Global Marketing Lead