Client: Mercury Insurance
Topic: Content Marketing
The Challenge
To increase overall online footprint and effectively drive more visitors and quotes through Mercury’s revamped online insurance quoting engine without spending millions on a Super Bowl ad or hiring a lizard to do our bidding.
The Strategy
Through detailed data analysis and a more technical approach we attempted to identify areas for rapid growth within Mercury’s existing online framework. This would enable us to suggest and implement techniques that would take less ramp up time but yield proportionally larger results from a traffic and new quote standpoint. We believed a consistent strategy focused on geo-targeted website messaging and regular content updates would enable Mercury to achieve a higher yield within a shorter amount of time.
Unique Earned Media Assets
Regular content creation can drive exponential growth over time. But it can take a few months to see consistent growth. In order to jump start the results we created several ‘interactive infographics’ which we could use as a positive trust building experience with the brand. We created three individual executions where we combined public data sets into the following standalone assets
- California vs El Nino (example below)
- How Hackable Is Your Car
- How Safe Is Your Teen When Driving
Unlike a typical blog or social post, interactive infographics present compelling, personalized data in a completely unique and user-friendly way. They are also much more likely to be picked up by big publications and drive a huge amount of traffic relatively quickly.
This worked exceptionally well for Mercury and was considered one of the best marketing initiatives they completed that year.
The first one created generated a 378% increase in organic traffic and 53 high authority backlinks in 60 days.
The Results
After the first 12 months, we were already seeing significant traction from our strategy, doubling traffic and ranking for many high-quality purchase intent terms. We were able to continue that success into the second year of the campaign, driving more than 2 million additional organic visitors to the corporate website, leading to an additional $12 million dollars in incremental revenue.
