Encouraging 18-30-year-olds to engage with an insurance company requires thinking outside the box. To reach their target demographic Admiral wanted to find a niche in the travel market and to tap into the ‘travel bug’ sense of wonder, emerging as the dominant voice.
We were tasked with creating a fully-integrated marketing campaign. Raising awareness of Admiral travel insurance as an offering for winter sports enthusiasts, creating a personalised experience for each user and providing the relevant educational content.
The challenge was to drive website visits from the niche target audience Admiral had defined. Utilising organic and paid social activity, increasing reach with micro influencers and PR whilst creating an innovative website tool and back-link strategy with fully integrated creative and consistent messaging, look and feel across all channels.
- Our research found Ski festivals had one of the highest search volumes in the ‘adventure holiday’ sector. From this data we built The Ski Festival Finder, an online tool that required users to answer five questions about their ski festival preferences. Questions included location, budget, skiing-difficulty and their favourite type of music. The quizzes responses were utilised into a ‘Top Trumps’ style landing page to display each user’s desired festival destination. Each of these cards could be shared on social media to further the reach and enable those that completed the quiz to show off their results.
- To drive engagement to the Ski Festival Finder, we implemented a range of strategies on social media. We created a social photo-competition asking people to submit their ski selfies to win tickets to a festival of their choosing. We worked alongside multiple micro-influencers within travel and lifestyle niches to reach a diverse but relevant audience.
- We ran a One Poll survey on festival-goers and their preferences and used the result as a supporting PR campaign for broad coverage. Outreach was also implemented via ski publications, promoting the tool as a way to help get young people into skiing, as well as to music publications and those covering festivals.
- This newly targeted traffic was directed to a mobile-responsive landing page on the Admiral website, developed by team in partnership with Admiral’s developers and an array of supporting content, such as the Ski Festival Hub, to drive visits and interaction with the campaign.
WHAT ADMIRAL HAD TO SAY
“The brief for tmwi was a challenging one and despite this, the team delivered impactful media coverage and social media results.
Using the same creative across all channels to create a consistent user experience was key to this campaign.
The same principle applied to the PR and outreach teams who worked with social media teams to get consistent messaging from social influencers and bloggers.”
Victoria Newman, Head of PR, Content & Social at Admiral Insurance