ICNZ engaged Virtual Marketers in early 2020 to help grow their social media footprint, better educate the public about the insurance industry and improve insurance literacy across a range of demographic focus areas.
Approach
We work closely with ICNZ’s Communications Manager and respective department leads to clearly define their goals and objectives as a membership organisation.
Our Virtual Social Media Manager is onsite one afternoon each week to manage social media content and campaigns.
Solution
Pairing a Virtual Social Media Manager and Virtual Digital Strategist, we workshopped and developed a social media strategy to design the best path towards meeting the organisation’s goals.
A social content calendar and detailed content plan was created for easy collaboration and client approval, new social media creative design implemented, and a paid campaign plan established to focus investment on boosting key events, industry initiatives, ICNZ resources and key messaging.
Core to campaign success is the targeting of new audience segments to grow reach, especially amongst younger and financially vulnerable demographics.
Key outcomes
- Increased Social Referral website traffic by 112.2%
- Grew LinkedIn channel (B2B) by over 90% to 2,332 followers
- Grew Facebook following by 42.1%
- Increased engagement rate on Facebook by 345.7%
“Since appointing Virtual Marketers to manage our social media earlier this year they have consistently delivered above and beyond. We now have an integrated content planning and scheduling system in place, a consistent brand presence to our material and a well thought out strategic approach to our month by month activity.
Engagement has continued to grow across our audiences and we know that with the team's support we will continue to exceed our KPI’s. No job is ever too big an ask and their support across an ever evolving platform is invaluable.”
Leah McNeil, Former Communications Manager - ICNZ
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