Asda Money is a leading provider in financial products, including credit card, travel insurance, travel money and pet insurance.
We work with Asda Money to curate editorial lifestyle content for the Asda Money Hub on an ongoing basis. Whilst insight showed that the content we produced surrounding Pet Insurance had high engagement with users, only people already visiting Asda Money were finding it. Being one of the best insurances on the market, we set about creating a communications campaign that would amplify content to increase brand and product awareness, as well as grow engagement metrics, including number of sessions, page views and time on page for content on the Hub.
We created an integrated campaign idea that would be newsworthy, informative and in turn highlight Asda Money’s Pet Insurance offering. Teaming up with leading veterinary practice, White Cross Vets, we uncovered a trend from first and third-party survey data showing an increase in owners diagnosing their poorly pets through google searches. We created a detailed data driven news release for national and regional press, linking to accompanying video content hosted on Asda Money’s Hub which featured a vet offering advice on how to identify the early symptoms of common illnesses. To increase reach further, the content was boosted through Facebook ads.
In total, the campaign reached over 80k+ people across Facebook, Instagram and Twitter through a combination of organic and paid social tactics. The news story was covered by 28 national and regional titles (both B2C and B2B), helping to drive further awareness by reaching an additional 2.4m people online. The article on Asda Money’s Hub achieved 23.3% more page views than the previous leading blog post, with users spending increased time on page compared to the average of all Hub content. Following its success, Asda Money has briefed us to create further campaigns and tactical content pieces.