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The Social Media MBA in Practice: An Essential Collection of Inspirational Case Studies to Influence your Social Media Strategy by Christer Holloman

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15

Allianz – B2C Selling

How Allianz Your Cover Utilized Social Media to Boost Brand Reach and Achieve Significant Sales Growth

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Allianz Your Cover saw huge opportunity in the prolific nature of social media in helping to achieve brand reach to support sales growth. The company also used social media to extend the life of PR campaigns and enhance customer relationship management (CRM) activity.

Executive summary

Overview

Part of Allianz Insurance plc, one of the UK’s largest insurers, with more than 100 years of heritage, Allianz Your Cover was a relatively unknown direct to consumer brand. In order to communicate the company's unique proposition, build consumer trust and nurture customers and prospects, they invested substantial portion of their marketing budget in social media.

Key findings

  • Achieved reach of over 40 million people in eight months.
  • Despite insurance being seen as a relatively “dry” subject, and without the use of characters or gimmicks, grew their Facebook and Twitter fan base to 25,000 fans and followers within 11 months.
  • Social media activity drives the same level of traffic as search engines – but much more cost effectively.

Recommendations

1. Understand from the outset what you want to achieve from social media, how it aligns to consumer needs and, finally, how it aligns to your business goals. As part of this, make sure you understand your customer and ...

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