Project Description

RAISING BRAND AWARENESS FOR ALLCLEAR

AllClear Insurance specialise in providing travel insurance to customers with pre-existing medical conditions.

Their main goal was to increase brand awareness and social engagement during what is typically a quiet time of year for the business.

RESULTS

8,010 sessions

on the landing page

5 minutes

average time spent on the landing page

2,267 social

media engagements

INTRODUCTION


AllClear Insurance specialise in providing travel insurance to customers with pre-existing medical conditions.

Their main goal was to increase brand awareness and social engagement during what is typically a quiet time of year for the business.

OBJECTIVES


The primary objective for the campaign was to increase awareness of the AllClear brand.

KPI’s


Traffic to the campaign landing page

Traffic to and from supporting content

1000+ Social engagements

10+ Backlinks

THE SOLUTION

Having worked with AllClear previously on the successful ‘dementia house’, we knew that we needed to follow a similar approach for this project - shining a light on what it can be like to live with a certain medical condition.

From the first project, we had built an extensive customer profile with our parent company, Callcredit Information Group.

This, combined with insights from Google Analytics and Hitwise, created a rounded view of the AllClear customer, and more significantly - how they behaved online.

We found that these were mostly people aged over 55 who used Facebook as their preferred social platform. Therefore, all creative concepts had to tick those boxes.

AllClear Project Mind - Raising Awarness of Mental Health at Christmas
AllClear Project Mind - Raising Awarness of Mental Health at Christmas

The planned launch date over the Christmas period would prove to be a decisive factor.

Based on our keyword research, we had identified mental health as a major talking point online, and a concept addressing both mental health and Christmas seemed quite niche.

As AllClear are one of the few insurance companies that provide mental health travel insurance, we knew that there was an opportunity for us to address a mental health-related topic that had never before been covered.

By adding to the ongoing conversation in a stand-out way, we wanted to give the community a voice at a time of year which can be stressful for people living with a mental illness.

So, we reached out to bloggers living with various mental health conditions to understand how Christmas affects them.

This led to the creation of a network of mental health bloggers, charities and organisations which could be used for outreach.

Based on their feedback, our Graphic Designer created illustrations which articulated their story and expressed their message in a powerful way.

Once the page went live, we engaged with our network of influencers to encourage them to share the content as a means of raising awareness for mental health around Christmas.

RESULTS

  • 8,010 sessions on the landing page
  • Average time on page - 5 minutes
  • 2,267 Social engagements
  • The second highest sessions count on the website in December
  • The page accounted for 6% of total traffic
  • Traffic exceeded the next most-visited page by 143%
  • 41 backlinks to date
  • Mental health charities SANE and Time to Change shared the content on social media