Connecting to new Verisk audiences

The challenge

As the market leading Insurtech company, Verisk’s typical target audience are senior decision-makers at large insurers – and their brand identity and tone of voice reflects that.

However, for this brief we had a completely different communication challenge! We had to appeal to owners of small contractor firms dealing with home insurance restoration – and convey how the Verisk ‘Allyne’ job management software could help them improve efficiencies in managing their contractor teams.

So the creative challenge lay in adapting Verisk’s brand and messaging to resonate with this “white van driver” B2B audience and drive lead generation for Allyne, while staying within brand guidelines.

The approach

We knew overly corporate speak wouldn’t appeal to this audience so we tried to find ways to link the messaging to their interests and aspirations.

Verisk had provided us with useful insights around our contractor audience’s pain points such as a lack of real-time visibility into employee availability and workforce scheduling, overwhelming admin demands and inaccurate information causing frustrating delays.

Using this, we found a great link in the way we could leverage sport & football (top of the list of their interests) to effectively connect the benefits we could offer their business.

We crafted a compelling narrative around a central message: “Take control of your field service management” and incorporated football-related imagery into the campaign.

In line with our audience’s media consumption habits, we focused the campaign around Trade Media developing digital display banners and a quarter page print in relevant titles, as well as targeted LinkedIn social ads.

The results

Verisk’s posts on LinkedIn reached 1,700,000+ accounts and their digital display banner ads resulted in CTRs averaging around 0.06%

To find out how Moreish, a specialist financial services marketing agency could help you reach new audiences, get in touch!