Keep Life in Motion

As an insurance provider in the saturated Hong Kong market, California Insurance needed a full brand refresh. To help them appeal to customers, our agency developed a new brand identity, a modern, easy-to-use website, and an integrated digital marketing strategy. By combining an effective SEO strategy with paid search campaigns, we unveiled a shiny, new California Insurance.

The Challenge

Our task was to help a small, local insurance provider compete in the crowded Hong Kong consumer insurance market. Insurance is a complex product, and with 32% of Hong Kongers relying on brand name and reputation when purchasing policies, the challenge was to effectively compete for the remaining 68% of potential customers.

The Strategy

Our strategy was two-fold, tackling both brand and performance marketing:

Brand Re-definition: We began by redefining their brand and what they stood for. Using their iconic gold colour, we built a new creative platform around helping customers find ‘Golden Moments’ in life. This concept became the foundation for the new brand identity and website.

Multichannel Marketing: To reach customers at every stage of their journey, we developed a multichannel campaign strategy. This involved using paid search, paid social, and display advertising to prospect for new customers and retarget interested users.

The Execution

The first step was building out the new website design, with user experience as the primary focus to increase engagement. In parallel, our SEO team worked to improve the site's visibility across search engines from the ground up. Once the new site was live, we launched the multichannel campaign, continuously testing different ad creatives across various target audiences to hone in on which messages resonated best with customers.

The Results

The integrated brand refresh and digital marketing campaign delivered significant growth in traffic, engagement, and most importantly, leads:

121%

increased clicks to site

100%

increase in daily organic visitors

26%

increase in website engagement

25%

increased leads

55%

cheaper cost per click