partnership
The health insurance landscape in South Africa has been dominated by big names for decades. How could a new B2C health insurance company break through competitors’ busyness and brand dominance to reach the upper 20% of the South African population who opt for private healthcare?
Kaelo Health – while new to the B2C private healthcare sector – is no newcomer to health insurance – as a sub-brand of Kaelo, a commercial medical cover solution. “We needed a strategy to launch Kaelo Health on digital,” says Guy Eagle, Head of Marketing at Serveco Distribution (a Kaelo company in charge of marketing and distribution of Kaelo group retail offerings. “To do this, we approached Your Digital Assembly ‘(YDA) to help us launch online, build the brand presence and personality, bring the right traffic to the website, convert prospecting customers’ leads, and gather valuable first-party data to inform ongoing future campaigns.”
challenge
“We developed a full-funnel strategy to launch Kaelo Health on the Meta platforms for a local audience,” says Alex Macura, founder of YDA. “To ensure we resonate with the right audience, we took time to immerse ourselves in the target audience’s needs, pain points, and challenges, so that we could approach communications with care and thoughtful personalisation.”
Not every activity results in a conversion right away when it comes to full-funnel marketing. This is what senior digital marketing expert Sarah Harrowsmith from YDA explains. “We created thought-provoking content articles on relationships, health, and lifestyle advice that drive users to the website,” continues Sarah, “valuable bite-sized snippets of information that trigger better, healthier habits.”
approach
When visitors land on the site to read these top-of-funnel articles, their data is captured via the meta pixel. This is then used to target them in personalised campaigns to further nurture them through the funnel.
In addition, a suite of branded videos was created to deliver information around price points and plan options for segmentation.
“We opted to run our social ads as dark ads,” explains Alex. “Dark ads are simply social media ads that only show up on the target audiences’ feed. Running as dark ads, we created website conversion ads optimised for the lead form submit button goal on the website.”
YDA also created a lead form campaign. This was built with a remarketing audience from unsuccessful lead capturing data runs to capture leads within the meta platform.
result
“What we like about Alex and the team is that they don’t BS us about our marketing stats,” says Guy, Director of Serveco Distribution. “The reports are straightforward, with personalised analysis, expert advice, and results that can stand on their own two feet.”
The results?
YDA brought measurable results once again.
The social media online presence grew to over 3000+ followers
The website got some heft and credibility with a comprehensive archive of informative blog content that now brings in traffic and helps with SEO
This lead to a high volume of quality leads that convert at a profitable margin and satisfactory CPC for brand terms in search campaigns, as well as the multi-touch attribution path to conversions from referral and organic searches.