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Challenge

Resilium Insurance was a new arm of the Suncorp group.  The business had little awareness or visibility among its audience: advisers and practices. Advice Centre was created as a blog and content hub, however, there was no distribution strategy to ensure that Resilium was reaching its audience on the right channels and engaging them.

Solution

King Content created a full content marketing strategy with Resilium. A core component of this was using social media channels to reach and engage brokers:

  • Established a new LinkedIn page – a  Showcase Page ’Business success builder’ to target advisers while consuming content in a professional mindset.
  • Created content specifically for the channel: visual, digestible and with CTAs to the Advice Centre to learn more.
  • Researched and short-listed groups on LinkedIn to seed content into.
  • Established weekly social listening reports to inform content creation and recognise and resolve any risk or issues.

Results

This was a 13-month campaign with a $130,000 paid media budget:

  • 2,598,173 impressions delivered to advisers and practice managers.
  • 21,897 clicks through to the Advice Centre.
  • 4,298 social interactions (likes, comments, shares, follows).
  • Through optimisation, attained a CPC of $5.99 (industry average $8.50).
  • Excellent engagement rates of 1.008% (industry average at the time was 0.57%).