AXA: Banking on Exceptional Content in Search

Performics @ Starcom

Client: AXA

AXA approached our team at Starcom with a pressing issue. Despite their reputation as a leading UK financial brand, their car and home insurance website pages were experiencing low traffic.

Low media share of voice, challenges within the aggregators, and a lack of engagement in the consideration phase of the purchase journey all contributed to that. Our task was to generate a flood of traffic and new leads to AXA's car and home insurance pages, leading to revenue growth. Knowing that organic search is the highest potential digital channel for the brand, we developed a targeted content strategy to break through the highly competitive insurance search landscape. Analysing thousands of search keywords with our proprietary IBP (Intent-Based Planning) tool allowed us to uncover areas less dominated by aggregators. With a data-driven content strategy, a content creation roadmap, and performance tracking system in place, our approach led to growth across all target metrics. The clear and measurable success demonstrates the impact that acting on search intelligence can have for clients in highly competitive industries.