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Ditzo ‘zo gezegd zo gezond’

Less budget, more insurance policies

Two men looking at cards

Challenge

With less budget compared to 2018, Ditzo has realized more insurance policies. The younger target group was reached through an integrated multimedia storytelling campaign (online and out-of-home).

Every year in November and December, the question arises: switching from health insurance or not. The care season is when many people turn to another health insurer in the last six weeks of the year, resulting in high advertising costs in search engine marketing.

More than 20 health insurers are very active in this period, resulting in enormously rising CPCs in search engine marketing.

Ditzo is an internet insurer available to its customers 24 hours a day, seven days a week. Ditzo offers insurance that focuses on what the customer needs. With their online proposition, they mainly focus on young people.

Ditzo set iProspect the target for the 2019 care season: 6,000 additional policies concluded at a CPA of € 120. The extra challenge was that Ditzo had no branding campaign running during the 2019 care season.

Because we set up Paid Search more efficiently, 'budget' was created for branding and, in this way, the right balance between deployment performance and branding activities with the videos.

The target was achieved with a smart "touch, tell, sell" storytelling campaign. The videos, made together with Towel Media, have been used as the branding layer to digitally reach the young target group (18 to 34). Influencers such as Stijn van Vliet of the online and offline TV program Streetlab provided a broad reach and credibility within the young target group and Ditzo's image as an internet insurer. "So said so healthy."

Because our target group is mainly located on the channels YouTube, Facebook, and Instagram (CCS research and Motley research), the campaign was deployed on these channels. A video campaign was specifically chosen because it is the best medium for reaching the story to the young target selected group and connecting it to Ditzo.

Campaign strategy

1. TOUCH - Increase brand consideration for Ditzo as a health insurer
2. TELL - Load Ditzo as the 'so to speak so healthy' health insurer among the younger generation
3. SELL - Taking out policies on Ditzo's campaign page

Increase Ditzo's brand awareness as the young, dynamic health insurer through the correct use of paid media, supported by out-of-home expressions.

Young people (13 to 24) are increasingly difficult to reach via Facebook and Instagram. This target group was achieved with a surprising combination of online and offline use.

KPIs of the campaign

KPI: Decrease CPA search
We focused on a broader scope of keywords within paid search and not on generic high volume keywords. This has resulted in a YoY 40% conversion growth over a more diverse group of non-branded keywords against a 67% lower CPA.


KPI: Increase engagement video
Prospects that respond to the video content are most likely open to switching. In the interaction shown, the prospects were shown a second video (tell phase). In the 2019 switching season, a top result was achieved by more efficient and effective use of the available media budget and targeting relevant engagement KPIs among the younger target group.

KPI: reach younger target group 65%
The consistency of advertisements is in the start phase with high volume and interaction with previous advertisements—result 73% range.

Results

Surpassed CPA

26%

of the target audience reached

77%

The unique storytelling video strategy has made the most significant contribution to assisted conversions. YouTube is not a sales channel but has achieved a CPA in this campaign that is almost equal to search non-branded 1.45% vs. 1.42%. Paid media is used as a branding channel.
Two men looking at cards

Campaign strategy

1. TOUCH - Increase brand consideration for Ditzo as a health insurer
2. TELL - Load Ditzo as the 'so to speak so healthy' health insurer among the younger generation
3. SELL - Taking out policies on Ditzo's campaign page

Increase Ditzo's brand awareness as the young, dynamic health insurer through the correct use of paid media, supported by out-of-home expressions.

Young people (13 to 24) are increasingly difficult to reach via Facebook and Instagram. This target group was achieved with a surprising combination of online and offline use.

Thanks to the “healthy choice” campaign strategy that we ran online during the care season, we closed 2019 with a record number of new insurance policyholders.

Rik Schneiders

Rik Schneiders

Manager Marketing & Verkoop