Becoming aware of the benefits of an ORV
Interpolis asked Mediahuis to use a content partnership to get people to see and read about the usefulness of deathriskinsurance (ORV). This is a life insurance policy that pays out a lump sum when you die within the term of the policy. With the payout, your loved ones can continue to pay, for example, child care costs, children's studies, the mortgage or rent. This allows them to get on with their lives.
The campaign
The target audience for this campaign was couples and families between the ages of 25 and 45 with a modal+ income. We used several branded content stories in this campaign. These stories were completely tailored to the target audience and the umfeld. We created a combination of informational stories and experience stories. The stories were distributed through titles such as De Telegraaf, VROUW, NSMBL, Metro, Manners and through our parenting channel.
Additional reach
Online elastic native was used to scale up the reach among the target audience. We also put an article live for one day (fixed) on Telegraaf.nl/VROUW, resulting in 14K unique views. A content pusher was deployed to extend the campaign period. 1.45Mio impressions were deployed on this story, This resulted in 1.8k clicks.
Together with Mediahuis, we created a branded content campaign to create awareness for life insurance among young families and renters. Using various means and a nice mix of content (including real customer stories), we achieved good exposure for this.
— Evelyn Bartels, Brand Strategist, Interpolis
Retargeting on read content
With the deployment of a fluid ad (based on retargeting), we ensured an additional contact moment with the campaign among people who have read the content. A total of 395K impressions were used for this, resulting in 644 extra clicks to the Interpolis website.
The results
With stimulating headlines and beautiful content stories, we informed Interpolis' target group about the usefulness of life insurance. With cross-media deployment on various Mediahuis titles, the target group was approached with a smart media strategy. With all the stories, this resulted in a good media performance.
