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Ch 10 case study BUPA Global LATAM by DigitalLBi

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EU Search Awards 2016 winning case study by DigitalLBi
Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

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Ch 10 case study BUPA Global LATAM by DigitalLBi

  1. 1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Chapter 10 - Paid advertising Case Study Chapter 10: BUPA Global LATAM A successful paid advertising campaign in Latin America to expand Bupa’s Digital presence Overview In 2014, Bupa, in conjunction with a global marketing company, launched a successful paid advertising campaign in Latin America to expand Bupa’s Digital presence in order to reach their target market and achieve more qualified leads (online quotes) that the Sales Center could transform into sales (increased leads to conversion rate). Because creativitywasatthe heart of the returnon investment(ROI) strategy, the digital marketing teamwere alwayswhere theircustomerswere,deliveringthe rightmessage, at the right time. They used"professional"channelssuchas LinkedIn, with an innovative approach, where they identified new needs from their target audience, such as maternity. To Expand Bupa’s digital presence, after the first pilot campaign in Mexico in 2014, the team used new performance channels to reach the ‘Globalista’ target audience: ● Globalistas: People (more than 66% are men), 40 years old or older, with a high net worth and prestigious jobs (CEOs, Managers, Directors). They travel frequently for work and for pleasure and search for a complete health insurance package (the best). To achieve campaign target, DigitasLBi were selected as Bupa’s chosen digital marketing campaign partner. Implementation To reach Globalista users, a multichannel strategy was developed in five new countries: Panamá, Ecuador, DominicanRepublic, Chile, Bolivia and Mexico. Every channel employed was selected for theirsegmentationabilities and connection to the target. PPC was maintained as the channel with the highest investment due to excellent results in the previous year.
  2. 2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. A new mobile responsive landing page developed in 2015, allowed Bupa to launch all campaigns across all devices. A breakdown of each individual campaign channel is provided below: PPC AdWords & Bing campaigns 1. Biddingforbrand& non-brandkeywords(withagreaterbudgetallottedtonon-brandterms because the brand was not well-known in these new markets): New segments by age (40 years and older), incremental bids by gender (30% more for men), and geographic segmentation,not only in terms of country but also by cities / districts with high net worth inhabitants, were also added. (See Mexico D.F segmentation in ‘Further Information’.) 2. Strongmobile strategy:developingspecificmobile ads (fewer characters and a stronger call to action) + including call extensions. 3. CurrentBupa client’sdatabase (email addresses): Allowed Bupa to focus even more on the target by setting Customer Match campaigns based upon current clients. Customer lists were used to segment Gmail Ad campaigns by country to promote the specific products available in each market. (See Panama Gmail Ads creative in ‘Further Information’.) 4. The customer match list was also used to avoid current customers in the brand campaigns and to avoid the use of the call center as a focal point for customer service requests. Facebook Ads Campaign 1. Look-a-like audiences with Facebook, using Bupa Clients Database (email addresses). 2. Segmented by interests Luxury and also by country. LinkedIn In orderto be relevantforthe user,an ambitiousLinkedInstrategywasdeveloped, launching InMail Campaignsbycountry,targetedto userswithjobssimilartothe targetaudience (CEOs&Managers). Prospectswere thenmatchedwithBupa’sSalesExecutivesLinkedInprofiles. This meant Bupa could personally attend to these prospects and offer the possibility of an online quote. Freespee & Livechat Thanks to both the new tools that were used in cooperation with Bupa’s Sales Center, Bupa were able to optimize campaigns more quickly and accurately: ● FreeSpee: Allows for the identification of prospect calls from PPC Campaigns (Call Extensions) and how many were transformed into a sales or opportunities. FreeSpee was alsousedto analyze prospectqualityandpropose changesorenhancements,including new keywords or negative keywords based upon conversations. This added new interests to campaigns(especiallyinFacebookAds) leadingtothe modificationof the Welcomemessage to be more effective in the transition from lead to sale. ● Livechat:AswithFreeSpee,thistool allowed Bupa to access every chat conversation on the landing page between visitors and Bupa’s Sales Team, identifying which ones came from
  3. 3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. PPC,Gmail Ads,FacebookandLinkedincampaigns. It even allowed for the identification of valuable market research insights for the campaigns. For example, Bupa were able to determine that maternity coverage was one of the top requests by users interested in purchasing a policy, so a specific campaign in Facebook aimedexclusivelyatfamiliesandmotherswaslaunched.(See creatives example in ‘Further Information’.) Results ● PPC results Year on Year (YoY) comparison: o 5 New countries o +366% traffic (clicks) o +161% CTR o +493% Leads o -5% CPC o -30% CPL ● Facebook: o New channel generating 21% of total leads o Increased fan database (Bupa Global) ● Linkedin: o New channel generating 8% of total leads (very high quality: over 64% converted to sale) o 46% Open Rate InMails ● And the Best result of all: o Bupa Grew +49% in revenue YoY o Bupa Managed +39% New Insurance Policies YoY o Bupa gained +39% new clients YoY o +300% new sales executives were hired to absorb all Leads generated by Media Campaigns. The strategywas a success.Bupa achievedthe Global Leadtargetfor2015 and improvedleadquality Year on Year (YoY).Brandpresence wasincreasedinLatinAmericaandachievedqualifiedleadsfrom their target Globalista audience. Bupa learned that LinkedIn is an excellent channel for the Globalista target audience, and will be tryingnewformatswithinthisnetworkin2016. Also,CustomerMatch onGmail Ads and Look-a-Like inFacebookhave provedtobe reliable segmentation techniques and have better conversion rates than traditional campaigns on those channels.
  4. 4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Further Information Winner of Best PPC campaign in the European Search Awards 2016. ● Bupa Landing Pages (examples): ○ http://www.bupasalud.com/mexico/ ○ http://www.bupasalud.com.pa/ ● In text references - see case study additional material ○ Mexico D.F Segmentation - ○ Panama Gmail Ads Creative - ○ Creatives Example – See http://www.slideshare.net/JemssJemss/ch-10-supporting-materials-bupa-global-digitaslbi ● Video URL: https://vimeo.com/159501847 Frank Rivera- Head of Directacquisitions,StrategyPlanningandDevelopment, BUPA Global LATAM: “I've been working with DigitasLBi Spain for a year and during that time they have proven that they are digital experts. The team really understands our brand's objectives - they continuously striveto improveour onlinemarketing resultsand go the extra mile in research, client service and analysis. We started with a PPC campaign in one market and based on the excellent results achieved, we expanded to additional channels and markets. With an 493% increase Y-o-Y in PPC leads and almost 500 leads in our performance campaigns, I am very pleased with what we have accomplished together. These guys are the search and performance partners you want by your side.” Discussion Questions 1. What are the innovative factors that made this paid campaign succeed? 2. What other paid advertising methods would you consider using for the same audience? 3. Considerthe paid advertising channels chosen in the current campaign - which of these do you think should be:
  5. 5. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. a. Added to b. Continued c. Stopped And why? 4. What is ‘Look-a-like’? How can this be used during a campaign? Class Activities Develop a Globalista buyer persona based upon Google AdWords data and the top ten non BUPA brand keywords, which could have been used in the current campaign. Identifyandjustifythe topfive potential longtermnon-brandkeywordsrelatedtomaternityusedin countries targeted by this campaign. Log in details: Use your own details and if you don’t have access to Google AdWords you could try using the following username and password: Username: passion4digital@gmail.com Password: p25510n4digital

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