Social Engagement and developing brand awareness is tough at the best of times, and that bit harder when you’re selling a grudge purchase such as insurance.
In a world of diminishing attention spans, competing brands, myriad distractions and growing media costs, how can you create brand engagement and awareness without spending a fortune?
In this post, I look at the approach we adopted when generating brand awareness for Trade Direct Insurance. For understandable reasons I cannot comment on spend levels or identify named competitors.
Trade Direct Insurance is a privately owned broker specialising primarily in the insurance needs for tradespeople.
While growing successfully, Trade Direct Insurance was up against some of the biggest brands in the insurance business, some of which were spending 7 figure sums on media (from publicly available sources).
As with many businesses, securing future budget in an activity such as brand awareness would be aided by successful investment of test budgets that delivered good results.
What we wanted to do was to adopt a test and learn approach to building our brand awareness at a manageable cost.
Spot The Ball was a deliberate decision to re-kindle a bygone era, that had associations with the pools, and that time.
The image was deliberately set on a residential construction site.
We found that as many comments were directed at the quality of work of other trades, as much as competition entries.
The results spoke for themselves. We had a reach of over 1.3M and over 8K competition entries.
We saw “Spot The Ball” picked up by other brands, and we re-used the concept on another social brand.
Knowing that changes to the Facebook platform regarding video usage were afoot, we wanted to test it while we could.
The principle was simple that people would comment their favourite tracks to work to, and we could then use this in other content related activities.
With 165K video views and nearly 11K comments the campaign had reached its objectives.
It also inspired a future activity, being “Wheel of fortune”.
Arguably the most successful post centred around a slightly injured digit.
This post was based on insight gained from previous posts, which showed in clear terms that our audience liked taking the micky out of each other.
With a very small degree of reticence about “flogging a dead horse”, we launched the post.
As people tagged one-another expanding the reach, the numbers flew.
Reach was nearly 2M and a little under 70K comments.
This is only a few of the posts that we ran. Some were more successful than others, and we derived several key learnings:
Stay in the app
Attempting to draw people out of the Facebook app limited engagement and thus reach.
It’s not lead gen
Incentivising/ encouraging people to leave contact or business details in exchange for a competition entry greatly diminished engagement.
The prize doesn’t matter
The value of the prize appeared largely irrelevant.
Park your own ideas
We listened to what our audience wanted and responded to, rather than imposing our creative views on them. We also worked collaboratively with the social brands (On The Tools, Tradesmen Banter and Wise Tradesmen) to bring their knowledge and experience to the table.
Don’t swamp it
We chose not to swamp the feeds with heavily branded content. We wanted to develop awareness of our brand and sense of humour, rather than employing a direct marketing approach.