Client:
Services:
Willis Towers Watson (WTW) wanted to promote its specialist services to a core audience of professionals and decision makers (C-suite) at insurance firms in the UK and US.
Delivered digitally, the campaign needed to drive Reach (brand awareness) and Engagement (website visits). They also wanted to use it as a ‘test and learn’ campaign, to provide them with a foundation of knowledge to build activity on in the future.
We devised a content focused campaign, ‘Insurer Solutions’, to achieve the primary objectives of Reach and Engagement. It ran across three bursts in the UK and US markets, carefully targeted at the specific professional audience.
We tested creative messaging, media platforms and media formats. This then drove optimisation during the campaign and informed content for the following burst. We ran live campaign dashboards and produced detailed PCAs at the end of each burst for WTW stakeholders.
Testing of Content
The proposition of Insurer Solutions was a complex one; WTW wanted to know what topics would attract the interest of their Target Audience. To achieve this, we developed and tested two creative routes – Risk and Automation – to determine what the market wanted to know about.
We devised a content focused campaign, ‘Insurer Solutions’, to achieve the primary objectives of Reach and Engagement. It ran across three bursts in the UK and US markets, carefully targeted at the specific professional audience.
We tested creative messaging, media platforms and media formats. This then drove optimisation during the campaign and informed content for the following burst. We ran live campaign dashboards and produced detailed PCAs at the end of each burst for WTW stakeholders.
The multiple platform media test revealed that LinkedIn was the most cost-efficient platform for both UK and US C-suite audiences.
LinkedIn audience segmentation showed optimal audience groups for future activity: the ‘Job Seniority’ segment was three times more efficient than the ‘Job Title’ segment.
The Insurance Insider EDM delivered the highest engagement (CTR), doubling planned CTR.
The B2B programatic display provider delivered the highest level of Reach (impressions) overdelivering vs plan by 14%.
The MPU unit across all display platforms provided the highest CTR, outperforming Leaderboards and Billboards.
The Automation creative suite provided the greatest level of engagement in both markets.
