Target Audience & Strategy
Ancoria Insurance, a leading life insurance provider in Cyprus with over 35 years of experience, aimed to expand its market share by enhancing its digital presence. The campaign targeted two primary segments: businesses seeking to offer or upgrade employee pension plans (B2B), and individuals interested in securing their future through life insurance policies (B2C). By developing detailed buyer personas for each segment, we tailored content to address their specific needs and preferences. Our strategy combined organic and paid social media efforts to maximize reach and engagement across Facebook and LinkedIn platforms.
Implementation & Creativity
We crafted a content marketing campaign that balanced informative and engaging elements, breaking away from the traditionally serious tone of the insurance industry. Utilizing relatable graphics and imagery, we highlighted the benefits of Ancoria's Life Policy and Pension Plan services. Content was strategically divided to resonate with each target audience: showcasing real-life scenarios for individuals and emphasizing employee benefits for businesses.
Details of any challenges faced and how these were overcome
Operating within a competitive market with a limited budget posed significant challenges. To optimize resource allocation, we conducted in-depth analyses to identify and understand our target audiences thoroughly. By creating detailed personas encompassing factors like marital status, income, location, and job roles, we refined our targeting strategies. This precision allowed us to reduce costs per result across various metrics, including impressions, reach, and conversions. Additionally, transitioning the brand's tone to a more approachable and engaging voice required careful balancing to maintain brand integrity while appealing to a broader audience.
Results & evaluation
The campaign yielded remarkable outcomes, surpassing initial expectations. Ancoria Insurance experienced a 2.5% increase in national market share, reflecting the effectiveness of our digital strategies. Social media efforts led to the acquisition of 4,000 new followers on Facebook and 2,300 on LinkedIn, enhancing brand visibility and engagement. These results not only signify growth in Ancoria's online community but also demonstrate the successful positioning of the brand in a competitive market landscape.
