The ‘key‘ branded content elements:
Our content approach of The Good House worked as modular element in the Hollard communications ecosystem. Our soft sell solution was a engaging unbranded soap opera post series that becomes dynamic when the characters in the story ‘came to life’ within the Facebook ecosystem. This brought familiarity, intimacy and humor to an intimidating insurance company.
Insurance companies are seen as impersonal and uncaring. Asked to use Facebook to build brand love for Hollard Insurance, we decided to show that Hollard, uniquely, understands that people’s stuff is not just stuff. Our possessions are loved and personal.
We used Facebook in a new way by creating a branded rolling narrative about a family and their stuff, told entirely through posts and comments from the point of view of ordinary household items.
How we did it:
1: We created a Facebook page for the house that our fictional family lived in. We set up 22 different business pages, which represented each of the family’s possessions. The possessions then shared photos and comments to The Good House Facebook page.
2: We used these shares and posts to build a story about the house, which unfolded over 2 months and 24 posts.
3: We drove traffic to each instalment with promoted posts in the form of stand-alone engaging cartoons that clicked through to The Good House Page, where one could follow the whole story.
4: Once the consumer clicked on the promoted post they could delve into all The Good House content and like the page to receive future episodes in real-time. 4: Shared the content on Hollard’s social platforms to increase engagement.
How the audience were drawn to the content:
Promoted posts drove traffic to each installment on The Good House Page. We took advantage of Facebook’s 20% text rule and created cartoons for each episode, which were entertaining in their own right and had a high engagement rate. In this way we lured people to the rest of the story to expand our following on The Good House Page.
What was the outcome?
Reach: 2 016 788 (mass middle class awareness)
Engagement rate: 2.06% engaged (almost double the category average)
Cost: 0.11c per engagement (USD).
Through shares, likes and comments by consumers, we appeared in the news feeds of ordinary South Africans and research tells us that friends and family are the most powerful advocates when choosing insurance.