Group insurance is often perceived as a necessary evil for businesses. However, it is crucial for employees and can influence their job choices.
Desjardins Insurance aimed to highlight the positive impact an employer can have on employees’ lives by humanizing group insurance in Canada.
The challenge was to target market intermediaries and plan promoters specifically. Additionally, there was a need to stand out in the English-speaking Canadian market where Desjardins lacked recognition.
Furthermore, there was a need to introduce a new offering in the gender affirmation market while avoiding stigmatization.
To address the challenges and objectives, we embraced a creative and innovative approach. Instead of directly targeting intermediaries and plan holders, we gave voice to the beneficiaries of Desjardins Insurance group plans.
We established a content hub in partnership with CBC, a strategic move to enhance visibility, credibility, and legitimacy in the English-speaking market.
Testimonials from employees, experts, and clients were showcased through impactful videos and articles. We persuaded Desjardins to embrace spontaneity and authenticity in the content, thus reinforcing the campaign’s credibility.
Moreover, we approached the gender affirmation topic with compassion and inclusivity, involving ambassadors like Chris Bergeron to share their experiences.
We also employed contextual and behavioral targeting to amplify content beyond the website, extending our reach to a broader audience. Specific B2B initiatives were also orchestrated to equip professionals with the necessary tools.
The campaign was a resounding success for Desjardins Insurance, exceeding expectations in terms of engagement and business outcomes.
The media metrics speak for themselves, with over 30 million impressions and more than 34,000 reads on the CBC hub. Enthusiastic comments collected on social media underscored the inspiration and emotion evoked by the campaign.
However, true success is measured in concrete business results: following the campaign, Desjardins Collective Insurance’s administered premiums increased by 9% between 2021 and 2022. This significant growth validates the campaign’s effectiveness and its impact on the company’s commercial performance.
By humanizing group insurance and highlighting its tangible benefits, Desjardins Insurance successfully positioned itself as a forward-thinking market player. The campaign sparked genuine enthusiasm among consumers and generated substantial interest in the gender affirmation offering.
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