In a low interest category like Business Insurance, there is only a short window when people look to renew their policy. This means search is crucial, however, competition is fierce and the cost per click for generic search terms can run into the hundreds of pounds. We therefore needed to shift consumers’ search behaviour away from the generic and get them looking for Hiscox directly.
To achieve the behavioural change in search, we needed to give people a reason to remember and consider Hiscox. Working with AMV BBDO, the idea formed that would enable this change was The Hiscox Hack, a video targeting SME owners on YouTube and Social, bringing to life the dangers of hacking. This was a completely ownable area that no-one else was talking about, even though its impact on business can be severe.
The campaign led to a +7% consideration increase and of those who had seen the video, 319% said they were more likely to search for branded Hiscox terms. However, more importantly, was the impact on search behaviour. There was a +7% increase in branded searches and a +15% increase in clicks, results that led to Hiscox’s 2019 comms strategy changing to focus on switching generic searchers into branded searchers.