Digital Campaign – Case Study | Dai-ichi Life

Client : 

• Dai-ichi Life is one of the leading life insurance companies in Vietnam and Asia.
• Launched in Vietnam in 2007, Dai-ichi Life has continuously grown and expanded its market with over 200 offices nationwide.

Objectives:

• Enhance brand awareness and image of Dai-ichi Life on digital media channels.
• Increase traffic to the dai-ichi-life.com.vn website and Facebook fanpage.
• Increase the number of potential customers and conversion rate of purchasing insurance online.
• Target 10,000 insurance leads with a 20% conversion rate to contracts.

Strategy:

• Develop communication content about insurance products, benefits of life insurance, how to choose suitable insurance packages, etc.
• Run advertisements on digital platforms such as Google, Facebook, YouTube targeting users interested in insurance.
• Collaborate with KOLs and influencers in the finance-insurance field to spread messages and attract potential customers.
• Optimize user experience on the website and information registration page to increase conversion rates.

Execution:

• Implement a 24-hour Masthead campaign on YouTube, displaying Dai-ichi Life ads with high frequency.
• Run Google Search and Display ads to reach users searching for information about insurance.
• Produce engaging product introduction videos and guides on choosing insurance for promotion on YouTube and Facebook.
• Coordinate with reputable KOLs to post articles and reviews about Dai-ichi Life services on social media and personal blogs.
• Integrate user-friendly chatbots and registration forms on the website to support consultation and collect potential customer information.

Results:

• The Masthead campaign achieved over 20 million views, increasing website traffic by 200% within 24 hours.
• Google and Facebook ads reached over 15 million impressions with an average CTR of 5%.
• Attracted 15,000 leads who registered their information, exceeding the target by 50%.
• 3,000 leads were converted into contracts, achieving a conversion rate of 20%.
• The average cost per insurance lead was 500,000 VND, and per contract was 2,500,000 VND.

Thus, the digital marketing campaign for Dai-ichi Life executed by Masthead Digital achieved impressive results. The use of diverse advertising channels, collaboration with KOLs, and website experience optimization significantly increased brand recognition, attracted potential customers, and converted effectively at a reasonable cost.