LinkedIn - Zurich Case Study 2013


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Human connection drives sales leads
Inviting decision makers to connect with a high-profile executive has given Zurich an important new channel for driving sales leads and building its business pipeline in the insurance sector.

Zurich worked with LinkedIn to develop a thought-leader campaign around Chris Taylor, the company’s Head of Financial Institutions, Commercial Markets. The campaign used Sponsored Inmails to target senior insurance decision-makers within the financial institutions sector, with an introductory letter from Chris and an invitation to connect with him through LinkedIn. Display ads backed up the “connect” message with creative featuring Chris’s LinkedIn profile picture.

This innovative, personal approach drew a powerful response. Chris’s LinkedIn connections increased by more than 400 during the first three-months of the campaign, with display ads delivering click-through rates three times the LinkedIn average. This translated into a significant increase in qualified sales leads whilst building awareness and credibility for Zurich’s financial institutions offer. Zurich and LinkedIn are adapting the approach to promote thought leaders in other key insurance sectors such as healthcare and real estate.

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LinkedIn - Zurich Case Study 2013

  1. 1. Marketing SolutionsHuman connection bringsZurich’s expertise to lifeInviting decision makers to connect with a recognisable thought leader has created a new channelfor Zurich to reach its target audience and build the business pipeline.As one of the world’s leading insurance providers, the ZurichInsurance Group is focused on raising awareness of itsexpertise and enhancing its reputation as the brand of choicefor financial institutions in the US. By focusing on an individualthought leader, LinkedIn’s strategy for Zurich has deliveredstrong growth in awareness, engagement and sales leads.Challenge■■ Raise profile of Zurich as an expert insurance provider forfinancial institutions■■ Increase awareness of Zurich’s range of solutions, productsand expertise■■ Drive sales leads and increase prospectsSolution■■ Thought leader campaign centred on Zurich’s Head ofFinancial Institutions, Commercial Markets, Chris Taylor■■ Sponsored InMail delivered direct to inboxes with invitationto connect■■ Targeted display ads featuring Chris Taylor with “Connect”call to action■■ Upgrade to a LinkedIn Premium Account to enablemanagement of leads pipelineWhy LinkedIn■■ Unique fit with target audience of senior decisionmakers in insurance companies, banks, credit unionsand other financial institutions or “money handler”business segments■■ Familiar channel for target audience to engage withthought leaders■■ Range of options for raising thought leaders’professional profiles■■ Precision targeting capabilities and analyticsResults■■ During the three-month campaign period,Chris Taylor’s LinkedIn connections increased bymore than 400■■ The display ad campaign delivered more than 900,000impressions, with a click-through rate 3x the LinkedInaverage■■ Significant shift in perceptions towards Zurich’sleadership in the financial institutions sector■■ Prospects making serious quote enquiries throughLinkedIn are redirected through Zurich’s Select Brokernetwork■■ Zurich and LinkedIn are collaborating to develop thethought leader approach for other key sectors such asHealthcare and Real EstateZurich Case Study
  2. 2. Expertise with a human faceZurich and LinkedIn adopted a simple but unique approachto establishing expertise, working with the company’s Head ofFinancial Institutions, Chris Taylor to build on Chris’s currentLinkedIn activity, promote him as the face of Zurich’s offeringfor financial institutions, and invite senior decision makerswithin the sector to connect with him directly.Sponsored InMails targeted C-Suites, VPs, Owners, andPartners within the banking, insurance, and financial servicesindustries, with an introductory letter from Chris, a toplineoverview of Zurich’s offering and an invitation to connectthrough LinkedIn. Targeted display advertising then reinforcedthe “Connect” message for this audience, with creative usingChris’s LinkedIn Profile picture and an additional option toaccess further information through the Zurich website.Leveraging the LinkedIn dynamicFocusing the campaign on a high-profile individual withinthe financial institutions sector helped to reinforce Zurich’scredibility within this area of insurance, while channellingpotential sales leads through the executive best suited toconverting them. Chris was able to use new connections as astarting point for dialogue both within LinkedIn and via phoneand email. And LinkedIn has also proved a natural channel forfollowing up on sales meetings. Upgrading Chris to a LinkedInPremium account as part of the campaign will enable him tomanage the full length of the leads pipeline, including thosewho view his profile without completing a connection.Targeting and analytics for a long-termstrategyPrecision targeting has been central to the effectiveness ofthe campaign, combining with the personalised approachto help deliver click-through rates 3x the average for bothdisplay advertising and Sponsored InMail campaigns. Inthe three months following the campaign launch, Chris’snumber of LinkedIn connections increased by more than 400in four months. And these enquiries often represent a saleslead with a clear initial understanding of Zurich’s offer forfinancial institutions. The highly targeted approach is scalableand will enable Zurich to extend the connection strategy tosectors such as Real Estate and Healthcare. The benefit of thisapproach is that it makes connections without overloadingits target audience, and allows detailed analytics to track thedifferent engagement levels delivered in each sector.Christoper A.TaylorHead of Financial Institutions,Zurich North America“ This has been a great channel for building humanconnections, while simultaneously building businessconnections more quickly. And it’s definitely somethingthat I could see working across different specializationsat Zurich. LinkedIn has provided us with an efficient andeffective way to reach a target audience with a messageand an offering that’s seen as valuable.”Jeff CasaleMedia and Public Relations Specialist,Zurich North America“ This campaign delivered over and above ourexpectations and it’s been really effective at drawingnew people to the Zurich brand and establishing how weare plugged into a specialist sector.”Copyright © 2013 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail, are registered trademarks of LinkedIn Corporation inthe United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.Visit to learn how other marketers have successfully met their marketing objectives.01-LMS-E05-EN 0413