Case Study: Proving the case for paid social

Success Story

Story

Small business insurance broker PolicyBee had a well-established SEO strategy in place but felt there may be potential to reach their target audiences through paid social media

Goal

To establish whether paid social should be a part of the organisation’s marketing mix

Solution

Red Gem tested lead generation against traffic campaigns targeting one niche sub-sector of the client’s audience. As the marketing team gained a clearer understanding of how the ads worked, and how their audience responded to them, we ran further tests with a selection of niche segments

We were able to gain insights, not only on the type of content that the target audience would engage with but also how the client could best implement data tracking across their website, CRM Google Analytics in order to get a comprehensive and accurate view of campaign performance

Success

The paid social activity proved successful in generating meaningful traffic to PolicyBee’s website. We have since gone on to design and execute traffic and lead generation campaigns targeting broad and niche sectors, each of which displays different interests and behaviours. 

We have also implemented long-term brand awareness activity to improve the impact of seasonal traffic campaigns with users who are only likely to purchase insurance once per year

Products Used