RSA Insurance has asked IAKI to develop a Facebook marketing strategy to promote the Harley Davidson Protection insurance programme. Nicoletta Caluzzi, President of IAKI, describes certain aspects of the project.
What were the objectives of this Facebook marketing strategy?
The website www.assicuriamolatuapassione.it asked us to create an online advertising campaign targeted at Harley Davidson owners. The aim was to identify and engage fans through the use of web-based communication tools such as banners, DEM and text ads. The Facebook marketing strategy implemented makes use of instruments that, far from being inconclusive, are extremely efficient.
What instruments?
Our Facebook marketing strategy focused mainly on very specific channels:
- a DEM addressed to communities and databases of Harley owners
- a Facebook campaign addressed to the Italian community of over 170,000 users
- a Google advertising campaign based on keywords that are significant for Harleys, and also for motorcycle insurance
- a Google Display campaign for keywords and target websites
In addition, we created a landing page specifically designed to stimulate lead generation. On this page, users can obtain quotes by filling in just a few fields of data.
Let’s talk about Facebook, around which the campaign revolves…
Facebook is the ideal tool to plan a campaign in line with the interests and passions of users, who can be selected not only in terms of age, gender and location, but in terms of the pages of which they are fans. To date, the Harley Davidson page has over 170,000 Likers, providing an effective launch pad for the initiative “we insure your passion”. To this end we have prepared very appealing and highly recognisable images, accompanied by a call to action that invites users to click so as to “insure their passion”.
Creativity is by no means a marginal element of Facebook advertising campaigns, as some may naively think; creativity enables us to further segment the audience, focussing both on engagement and on subsequent conversion.
And what about Google?
Google allows us to identify the right users based on their web searches, the associated sites they visit or the keywords they choose to surf the net. We have created banners addressed to the users who show most interest in the Harley world, sometimes displaying them several times to those users who have already interacted with the communication. Then, through a retargeting operation, we display the banners on any site of the network, but only once they have been visited by a user who has already landed on the Harley site.
Finally, the text ads or banners are displayed to those who make searches using certain keywords connected with Harleys and motorcycle insurance.
How did you measure the results of this Facebook marketing campaign?
The first parameter used to measure the ROI was the number of views, broken down by campaign setting, because this provides both an absolute statistic and a denominator for efficiency evaluations. The subsequent steps involved measuring actions: traffic to the landing page, and, above all, the extent of requests for quotes. Each measurement was analysed based on the various channels used, highlighting – as expected – very different results between them.