Insight:
Nationwide offers more than home and auto insurance. The company is also dedicated to keeping pet owners and their pets happy and healthy. Pet owners often enroll in coverage after learning about it at work, as part of a healthy benefits package. But, since this opportunity is usually shared alongside a slew of other materials during new employee onboarding or open enrollment, Nationwide needed a B2B2C marketing campaign that would arm HR departments with engaging an program that could educate and encourage employees’ participation.
CLIENT
Nationwide
SERVICES
Customer Journey Mapping
Creative Strategy
Concept & Campaign Design
Design & Content Production
Integrated Campaign
Idea:
Pet owners will do just about anything to keep their furry, feathery, and scaly friends healthy. To invite pet owners to help their pets live a happier, healthier life, Gigasavvy created an exciting, prize-driven sweepstakes.
The B2B2C marketing campaign provides a fun program for HR departments, who send pet owners to a landing page to learn about their Nationwide pet insurance benefits. To help drive participation, the campaign allows participants to enter to win a wellness-themed grand prize, with smaller bi-weekly prizes along the way. No purchase is necessary to enter, but employees who request a quote can earn additional entries and opportunities to win.
Impact:
The success of this B2B2C marketing campaign has not only been inspiring to Nationwide, but to thousands of pet parents who have gained awareness of the great benefits offered through their employers.
The “Happier, healthier pet, Happier, Healthier You” open enrollment sweepstakes ran September-October and some paw-some results. The weighted entry approach helped to generate a more than a 10-times YoY increase in employee entrees. During the campaign the number of unique landing page visitors surged 77%, with 52% of entrants clicking to get a quote.
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