Challenge

Building an actionable campaign with clarity

The independent insurance agents represented by Trusted Choice further their commitment to protecting people with an annual donation campaign to Make-A-Wish.

In 2019, Trusted Choice wanted a digital campaign that featured real “Wish Kids” supported by the prior year’s campaign—but available content was sparse.

Also, Trusted Choice wanted to communicate more clearly that they, not the consumers, were making the donations, in order to drive more consumer engagement.

We developed a story arc to illustrate the lasting impact of Trusted Choice’s donations to critically ill Wish Kids and their families.  We created custom illustrations to enliven the few still photos that were available, and added animation to turn the photos into videos:  short “teasers” for social media, and longer storytelling versions for the landing page.

Solution

Getting Creative with the Creative

Our concise copy and CTA (call-to-action) of “Donate Your Click” helped clarify that donations were made by Trusted Choice after each click.  We wrote and A/B/C tested copy for the best optimization.

We pushed a 1-month campaign live through a mix of paid social media on Facebook, organic social media on Trusted Choice’s Facebook page, and an email blast, all targeted toward Trusted Choice’s main audiences for insurance (baby boomers, families, millennials, and small business owners). We developed a landing page to receive all campaign traffic, which featured a real-time donation tracker, a CTA to share the campaign on Facebook, three longer-form videos, and a real-time map of the U.S. tracking donations from each state.

 

Results

Ahead of Schedule and Under Budget

Our campaign performed so strongly that we had to scale back the media spend to make sure that the campaign extended across its planned 1-month duration without exceeding the donation cap.

    This campaign served to build retargeting audiences for use in future campaigns, and also fulfilled a Trusted Choice goal that Make-A-Wish channels would pick up and amplify the campaign.

     

    Compared to the 2018 campaign:

    • Increased reach of our campaign by 36%
    • Decreased our cost per reach by 72%
    • Increased Trusted Choice Facebook page engagement by 158%
    • Increased campaign post engagement by 166%
    • Decreased the cost per engagement by 86%
    • 2’49” average time on site
    • 3.89% CTR
    • 123,000 ThruPlay video views