USING DATA INSIGHTS & PERSONALISED CONTENT TO DRIVE TRAFFIC WITH SOCIAL MEDIA AND PR

The brief

Encouraging 18-30-year-olds to engage with an insurance company requires thinking outside the box. That’s right up our alley! Admiral didn’t want just awareness. They wanted hype. So, we pulled all the stops to create a fully-integrated marketing campaign their audience couldn’t ignore.

To outsmart bigger competitors, we focused on a little explored niche in the travel market: winter sports enthusiasts. Our plan to pull this off? Create a fun, personalised experience for each user backed by engaging, educational content to drive website visits.

The campaign hit the bull’s eye! It won great coverage from national news outlets and influencers that boosted the brand’s visibility and made Admiral Ski part of the conversation.

WHAT WE DID

We used organic and paid social activity to the max. We increased reach with micro influencers and PR. We created a backlink strategy with fully integrated creative and consistent messaging, look and feel across all channels. All this activity pulled the audience to the Admiral site and the innovative tool we created: The Ski Festival Finder.

1. 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.
2. 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.
3. 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.
4. 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.