An insurance company wants to find new ways to contact customers and also decide which concepts for topic management and content marketing through social media channels are appropriate for its own provider brand and are promising with central target groups.
In the first stage, we carry out a screening of previous best practice cases, including international content marketing campaigns. This stage offers a wide range of stimuli for joint development of concept ideas, which we follow up in an interdisciplinary team with the client and another agency.
In an ideation workshop we draft six concepts for social media campaigns which are then implemented in concrete testable formats. After testing the selection in three focus groups, one of the campaigns is optimised and launched.