Monday 13. Dec 2021 - ALA Insurance has been shortlisted for the Institute of Promotional Marketing (IPM) Awards 2021 for its ‘Your Life’ campaign featuring model, presenter and social media influencer Louise Boyce. The campaign was entered into Brand Partnership Activation of the year and Influencer / Social / Digital campaign of the year.
ALA Insurance worked with social media agency BIG little LDN to produce an engaging, emotive and educational campaign highlighting the importance of GAP Insurance. Over 400,000 people were reached organically throughout the duration of the campaign, which had an engagement rate of 6.6%. For context, the average engagement rate of the top ten UK Insurance brands on Instagram is 1%. 31% of those who clicked through to the website, generated a quote and sales figures gave the campaign an ROI of 9.25%.
Harriet England, Marketing Manager of ALA Insurance comments, “This campaign has transformed how we approach acquisition by providing a brand new creative and digital benchmark for the way we engage with our customers. By highlighting the emotional elements of vehicle ownership that could be lost without ALA GAP Insurance, we successfully shifted consumer perception and made GAP Insurance an essential purchase amongst our target audience.
It’s amazing to be shortlisted amongst such an esteemed list of other brands and is testament to everyone involved in making the campaign such a huge success.”
The campaign films had a watch rate of 74% and a suite of on-brand comments, referencing witty end lines, proved our audience stayed engaged right until the very end.
Emma Critchley-Lloyd, Founder of BIG little LDN commented, “When you get into the nitty gritty of a topic like GAP Insurance, you can easily end up with a dry, instructional film. However, the chemistry between Louise and the crew, together with the relatable script and comedic editing, has created something far more watchable and has driven tangible results.
Unlike apparel, beauty and lifestyle products, insurance is a considered purchase and not typically bought in an instant through Instagram. While we set to create thumb-stopping content and talkability amongst our audience, we didn’t have any expectations in terms of actual sales because there was no other benchmark to follow. To have achieved the revenue we did, while exceeding all other targets, we’ve created a precedent for the entire insurance industry. I’m so proud of everyone involved.”
This is the first time the IPM Awards has included an influencer marketing category, highlighting the rising importance of this technique and the direction promotional marketing agencies must take in order to maximise returns for their clients.
If you’re interested in working with BIG little LDN or learning more about how influencer marketing can boost your next campaign, get in touch with Holly, Emma or Sophie - email@example.com