Social Engagement
Which? Mortgage Advisers offer independent, impartial and expert advice to help consumers get the right mortgage deal. Which? Experts help by searching the market across thousands of different products from every available vendor and manage the application process for customers from start to finish. Which? advisers get paid salaries, not commission, so customers know that their recommendations are the right deal for them.
The core objectives of the campaign were to increase organic traffic and leads via the website in a particularly competitive insurance industry. Additionally, num wanted to improve visibility around the right content and sections, to help drive downloads and sign-ups for content marketing lead generation campaigns. Our focus was to establish num as the leading voice in employee benefits.
Client:
WebGeniusLabDate:
December 15, 2018Website:
yoursite.comCategory:
Digital
The Brief
This Social Engagement project helped Unum build stronger connections with its audience. The campaign focused on useful content, audience interaction, brand visibility, and digital trust.
Unum wanted to become a leading voice in employee benefits and employee wellbeing. To support this goal, the brand needed content that people could understand, share, and discuss.
The project also supported several website changes. These included a redesign, a platform change, and moving the blog from a subdomain.
We worked with the Unum team to create a content and digital PR strategy. The strategy helped Unum share helpful stories, promote expert voices, and reach more relevant audiences.
SEO Content Strategy
B2B SEO
SEO Conversion
Our Strategy
During the onsite phase, we reviewed key audience topics, content themes, and search terms. We also gave guidance for the website migration so users could find useful content more easily.
Our creative team worked with Unum’s in-house digital team to plan content for the website and external media. Together, we created stories that supported audience engagement, brand trust, and organic visibility.
There are no secrets to success. It is the result of preparation,
hard work, and learning from failure.
– Paul Tournier
Our team helped Unum promote internal experts through articles, interviews, and media stories. This helped the brand join relevant conversations around employee benefits and wellbeing.
The team also created case studies and pitched them to key media. Many campaigns followed important awareness days, such as World Mental Health Day and Financial Capability Week.
The Social Engagement campaign helped Unum create stronger audience interest and wider content reach. It connected useful content, digital PR, and expert insight to support better engagement across digital channels.
