Based on the client briefing, consideration of the competition, the results and findings from past campaigns, and other general conditions, an overall strategy for 2020 was developed together with the creative agency. At the beginning of the campaign, high-reach and high-impact large formats in the various media were to set branding accents. However, the campaign was to flow relatively quickly into the performance phase for acquiring new customers. The keyword was “brand performance.”
Derived from the phases of the customer journey, the following steps emerge:
- Awareness phase (potential need phase): Addressing people who are currently insured with a third-party insurance company (broad target group approach), target group targeting (data targeting third-party insurance) + broad target group approach in front of competitors’ offices (OoH), among others. OoH media and digital, large-scale special measures were primarily used here.
- Consideration (passive demand phase): Addressing users who currently have a need but do not actively communicate this. Targeting: Custom Audience, comparison calculators, contextual targeting; targeted addressing of younger target group primarily through native ads, social media, programmatic advertising, and search engine marketing.
- Intent (active demand phase): Targeting users who are actively searching for health insurance and are registered with a third-party insurer. Targeting: competitive keyword targeting, search engine marketing, hyperlocal targeting “business locations”. Advertising was targeted programmatically and via search engine marketing.
- Action (lead closure): Addressing third-party insurants who had already been directed to the AOK site by an ad. Targeting: display retargeting, search retargeting. Here, too, the main focus was on programmatic adversiting and search engine marketing.