The company 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.
As one of the largest insurance brokers in North America, this brand offers solutions for businesses, as well as personal lines for individuals and families. 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 it a leading insurance broker in the social sphere.
To start, DEG focused in on the insight that insurance is top of mind only during key life moments, including getting married, buying a house or car, and experiencing the threat of natural disaster.
DEG conducted an assessment of the social media insurance landscape to understand how the company could better connect with an audience of both businesspeople and individual consumers. The agency identified key areas for the brand 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.