The challenge
Bupa had high awareness in the UK but very low international brand recognition. We were challenged to target expatriates and high-net-worth individuals outside the UK with specific and aggressive CPA and volume targets.
The insight
We identified digital channels would be the focus to reach our highly fragmented audience, scattered across vast cultural, language and media landscapes. We needed to engage them within digital channels they trusted, delivering a targeted message from a brand they trusted.
The creative solution
We developed an innovative digital acquisition led media strategy to engage the audience in an international environment which encompassed viral and social media marketing. The campaign sought to create stand out in the market through branded creative tying the customer emotions to unique product benefits.
The results
The campaign exceeded lead generation targets by 15%. Targeted media activity improved the quality of leads significantly, increasing conversion and subsequently reducing CPA. To find out more please call Keira Lloyd on 01892 703176.
