HUB International Limited partnered with DEG to develop a comprehensive organic and paid social media strategy that would make it a leading insurance broker in the social sphere.
Insurance is a vital piece of our life, work, and health, and has been around longer than the United States has been its own country. Yet people don’t often consider it when scrolling through their social media news feeds. With so many puppy photos to like, it can be tough to engage with consumers about insurance.
HUB International Limited is an insurance, employee benefits, and retirement brokerage providing an array of property, casualty, risk management, life and health, employee benefits, investment, and retirement and private wealth management products and services across North America. Seeking to go beyond traditional communication methods to expand its reach and relationships, the company partnered with DEG to develop a comprehensive organic and paid social media strategy that would make HUB a leading insurance broker in the social sphere.
To start, DEG focused on the insight that insurance is top of mind only during key moments of the year. For businesses, it may be during benefits open enrollment and when experiencing a cyber breach. For customers, insurance is top of mind when getting married, buying a house or car, or experiencing the threat of natural disaster.
DEG conducted an assessment of the social media insurance landscape to understand how HUB could better connect with an audience of both businesspeople and individual consumers. Together, HUB and DEG determined key areas for the brokerage to become the go-to resource for insurance information on social channels and crafted a plan to test the cadence of B2B and B2C content to find the right balance for a long-term strategy. This allowed DEG to gather insights into the best days, times, and content with the most engagement on each channel.