Creating a thought leader through content

Zurich Insurance UK wanted to strengthen its position as both a leading industry insurer and the preferred choice for Brokers and Municipal Insurance providers.

To achieve this, we executed a thought leadership-driven content promotion campaign. Our goal was to drive the target audience to consume Zurich’s content (either on social or on the website) and perceive them as a thought leader in this space.

This is the fifth consecutive year we’ve run this campaign for Zurich, leveraging an extensive range of insights and learnings to enhance strategy, targeting, and creativity.

Our Paid Social traffic campaign delivered Zurich 60,000 clicks, 627,000 video views, and 55,000 site visits.

DRIVING BROKER ENGAGEMENT AND BRAND LEADERSHIP

Services provided:

GTM Strategy & Execution

LinkedIn Campaigns

Meta & Instagram Campaigns

User Experience Design

Maximising Channel Strengths for Impact

Our key to success was identifying each platform’s unique strengths and optimising our budgets and content to resonate with audiences where it performs best.

Meta was the perfect platform to drive cost-effective clicks, helping Zurich achieve broad reach and engagement.
LinkedIn proved ideal for delivering video views at scale, effectively showcasing Zurich’s thought leadership content to the right audience of brokers and insurance decision-makers.

By leaning into each platform’s strengths, we ensured the content was not only seen, but consumed and engaged with — leading to increased brand visibility.

From Organic to Paid: Elevating Top-Performing Content

We adopted a unique strategy of testing content organically on social platforms, before elevating the highest-performing assets into paid campaigns. This approach enabled us to fine-tune our creative for maximum impact.

The ads that were elevated from organic accounted for 70% of all site visits, showcasing the importance of testing and refining content before scaling it.

Optimising The End-To-End Journey Through CRO

We didn’t just stop at in-platform optimisations. We also focused heavily on refining the landing page experience to ensure the entire customer journey was seamless and mobile first.

We saw significant improvements in user engagement. Bounce rate decreased by 46%, and the average time on the page increased by 42% in 1 month alone.

This resulted in higher-quality site visits, with users spending more time consuming Zurich’s thought leadership content.