Insurance brand (anon.)
Mumsnet positions insurance brand as a leading authority on health
Brief in brief
To drive increased awareness and consideration by engaging Mumsnet users with healthcare advice.
Opportunity
Parents trust Mumsnet for all their concerns, especially healthcare. Health is a major topic of conversation on our platform, with parents using our dedicated health talkboards to discuss their own health as well as their children's.
Partnership overview
Our campaign established the brand as the leading authority on health within the Mumsnet community, empowering users with confidence through the brand’s integrated knowledge and resources.
Partnership elements
Ask the expert: Two children’s health Q&A’s with a Doctor, which positioned the health insurance provider as a brand that understands and supports parents’ needs.
Brand-led editorial: We created 3 bespoke editorial pages that addressed the top concerns shared by users in the Ask the expert discussion
Influencer activity: A parent Influencer promoted an informative video around health via Instagram reels and stories to extend the campaign reach to their followers.
Targeted display: Using our DMP Precision, we successfully and contextually targeted parents of school children and those interested in family health, targeting them precisely when they needed reassurance and healthcare solutions.
Results
Purchase intent:
Positive brand sentiment:
Brand sentiment shift:
Purchase intent: Those exposed to and recalled the campaign were almost 2x more likely to purchase this health insurance in the future.
Positive brand sentiment: Those who recalled the campaign were almost 3x more likely to feel very positively about the healthcare brand.
Brand sentiment shift: Almost half of those who recalled the campaign said that they now feel more positively about the brand.
