AXA: Banking on Exceptional Content in Search
Performics @ Starcom
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.