How following the turquoise rabbit led to brand success for ClickThrough and Simplyhealth
Simplyhealth are providers of healthcare plans and have been since 1872. They provide over 3 million people across the UK with access to health products, services, and support through a monthly insurance policy. After the launch of their ‘SimplyMe’ app in October of 2020 they turned to ClickThrough to build brand awareness and drive downloads.
Through collaborating with their media campaign, ClickThrough achieved;
Increasing brand awareness and changing the demographic of Simplyhealth required a 360 campaign to support the new ‘Turquoise Rabbit’ TV ads.
ClickThrough used a three-pronged strategy to achieve results:
Simplyhealth gave us a brief of improving brand awareness and reaching new demographics as part of their goal of driving app downloads.
We were also tasked with the additional focus of building an audience more inline with the changing demographic of their customer base. Whereas customers have previously come from a mature demographic, a secondary objective was outlined for the campaign to focus on a 25-44 year-old professionals and families
Following Simplyhealth’s commission of a television advertisement during Britain’s Got talent, we developed a 360 digital advertising plan to maximise brand recognition and return on investment, supporting the ‘Promise’ prong of the approach.
We created a range of digital touch points for the brand in order to widen their audiences and direct users to the final goal of downloading the app and therefore transforming them into a sales lead.
To unlock the expanding demographic Simplyhealth wished the reach, we layered in Instagram, Reddit, and Pinterest in addition to our traditional channels. Good progress was made and learnings identified to make these channels go even further in future campaigns.
To ensure users are educated in Simplyhealth’s offering, we proved their expertise in providing health care plans by directing users to bespoke landing pages which we continually optimised throughout the campaign.
By using Flashtalking, we tracked performance down to a creative level, giving us key insight into how each of the ‘Turquoise Rabbit’ creatives performed on each channel and enabling the dynamic serving of ads to different target personas.
Using the insights gained through our new demographic and tracking tags on a creative level, we used imagery variation based on funnel phasing and target personas to ensure the highest level of relevancy for each user according to familiarity with the brand.
Following our digital campaigns to improve brand awareness of Simplyhealth, we far surpassed our original expectations for app downloads and plan sales, truly living up to the promote prong of our plan. As a result of the project, we achieved;
“My team, as well colleagues across the business, have really enjoyed working with ClickThrough. We’ve built a fantastic partnership, and I’m looking forward to developing our work together as we move into 2021.”
Katharine Eyre, Head of Marketing: Acquisition, Simply Health