What We Did
We were challenged with increasing our insurance brand's visibility, with our main KPI to raise the brand’s profile within the French market. We wanted to raise awareness and gain increased coverage for the brand, as well as eventually increasing qualified referral traffic to the GAP Insurance category – a page that we had previously optimised with content.
We produced a well thought out influencer marketing strategy, using French influencer Valentin Leonard. The aim of our campaign was to showcase the importance of having GAP insurance as well as to demonstrate the freedom that comes with having a fully insured vehicle. Valentin was tasked with exploring his own country by car, covering his adventures in Bourges on social media as he went, using a hashtag. To ensure we received high-quality, coverage to really show the insurance brand in the best light, Valentin was accompanied on the trip by a professional photographer. This meant that we received bespoke content in the form of 10 Instagram story posts and three grid posts, which were put in front of Valentin’s highly engaged 657k followers, as a result of the campaign. We were also able to use the assets created by Valentin across PSA’s own social channels.
We used key brand messaging in order to target the 26-34 year-old demographic of our customer personas, which highlighted the ease of using the brand to purchase Gap and Excess Insurance, allowing customers to really explore what’s on their doorstep whilst having peace of mind that there is some protection in place if the worst should happen. By giving the content a lifestyle focus, it helped PSA to come across as a relatable and reliable insurance provider.
By sharing his content via Instagram stories at the beginning of his adventure, Valentin sent 84 qualified new users to the brand's GAP insurance product page as well as one returning customer
The overall audience reach of Valentin’s Instagram channel is 657k, with an average engagement rate of 2.70%.
Photographer, Vincent Trabucco has an engaged audience of 11.4k on his Instagram channel and also shared a series of IG Stories and an IG grid post using the campaign hashtag.
The two Instagram grid posts shared thus far have generated 18.2k and 19.3k likes respectively, with 60+ engaged comments.