AXA Insurance BIBA Social Media Campaign

The problem

AXA is one of the best-known names in the insurance industry, and a mainstay at the British Insurance Brokers’ Association (BIBA) annual conference and exhibition.

Its presence at the 2015 event, however, failed to have the impact they wanted – for 2016, AXA needed to raise its game with a powerful and commanding pre-event awareness drive to boost delegate engagement and ultimately, better endorse its products and services.

The brief

The project involved coming up with a dynamic campaign to promote AXA’s conference presence both ahead of and during the event: to boost brand awareness, spark conversations, generate leads and increase market share.

The activity

The campaign needed a focus that demonstrated AXA’s four commercial pillars: Trust and transparency; Partnership; Relevance; and Responsiveness.

Creative assets included pre-event direct mail marketing and social media messaging around the theme ‘Making things clearer for you’, which was carried through the event itself with stand branding, digital signage, event literature, video content and social activity.

 

The outcome

We achieved 808,500 total impressions as a result of our Twitter strategy over a 13-day period leading up to and during the event, compared with just 202,000 in 2015, demonstrating that paid social activity really works.

This generated 2,564 clicks, 285 retweets, and 94 new followers for AXA – a 20 per cent upsurge compared with usual follower growth. The campaign put AXA head and shoulders above its competition in terms of social activity during May 2016, achieving an average of 17.76 tweets, retweets and replies per day.

We also generated an impressive 69,000 3s/100% video views: this measures the number of times a video is watched in 100% for three seconds or more, or when a user clicks to expand or unmute the video.

With an initial aim of delivering a pipeline of £12.6m in GWP (gross written premium) commercial business for AXA, we exceeded that by a massive and unprecedented £10m.

At a glance…

•  £24m pipeline business – 90% more than expected

•  300% increase in Twitter impressions

•  20% boost in followers

•  2,564 total clicks