Case Study

Launch of New Local Health Insurance Brand Through Effective Full-Funnel Marketing

The partnership between Kaelo Health and YDA

The health insurance landscape in South Africa has been dominated by big names for decades. How will 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? That is the problem that Kaelo Health – a new health insurance financial service provider offering an affordable alternative to private medical cover in South Africa – faced, and it is the exact reason they reached out to YDA.

About Kaelo Health and their growing pains

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 that offers medical cover to companies who want an affordable alternative to healthcare for their employees. Essentially, Kaelo Health is the B2C version of the B2B medical insurance offering provided by Kaelo. “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. “We needed our offering to come before the right audience. 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.”

YDA plugs in to get the right story to the right audience

YDA got to work straight away. “We developed a full-funnel strategy to launch Kaelo Health on the Meta platforms for a local audience,” says Alex Macura, founder of YDA. “We have an amazing team of digital marketing experts. When you bring them together, strategic magic happens.” So, for Kaelo Health, we focused on getting the story right. “We developed a strategic communication framework that nurtured platform users through the marketing funnel’s awareness, consideration, and conversion phases,” explains Alex. “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.”

Content that moves the needle

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.”

Magnificent meta

When visitors land on the site to read these great 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 consideration and conversion stages of the funnel.

Views and videos

In addition to the articles that have users clicking through to the website, a suite of branded videos was created to deliver information around price points and plan options. Not only did this capture view data on the meta platform for further audience segmentation, it further entrenched the brand attractiveness to our target audience.

Paid social for consistent conversions

“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 and do not appear on your company’s page. Running as dark ads, we created website conversion ads optimised for the lead form submit button goal on the website.”

The 5 T’s that ensured lead generation success

Targeting. Our campaign consisted of various ad sets with different targeting parameters, including interest-based targeting and lookalike audiences built from the first-party data collection.
Testing and learning. These targeting parameters are monitored in a test and learn environment, where underperforming ad sets are swapped out for fresher targeting. Included in each of the ad sets are two creatives. Here again, these are monitored in a test-and-learn environment where creatives are renewed when underperforming.
Tactical adjustments. Valuable lessons, such as interests that work and specific phrasing work, are learned in both the ad set and ad level that help inform cognitive decisions when developing future targeting parameters and creative executions.
Talking to our customer. To further bolster our decision-making regarding targeting and creativity, we keep in close communication with the client to overlay their call center conversions (a sale) with our leads to see which are actually coming in with an optimum CPR.
Tagging and tracking. All the ads are tagged up through UTM tracking so that we know exactly which ad set and which creative converted to a customer in the call centre.

Remarketing for further nurturing

In addition to the website conversion campaign that generates leads on the website, YDA 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. “This campaign was run with a considerably smaller budget than its big brother, the website conversion campaign,” explained Alex further.

Analytics and insights

“People work with people, not companies,” Alex enthusiastically says. “That is why, every month, YDA not only generates a report on the month’s successes, but we take the time to get together with the client to discuss the results and plan for the coming months.” “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.”