Influencer marketing is already widely used in lifestyle topics - so why not transfer this potential to insurance products, which are inherently more complex and therefore require more explanation?

ERGO, a traditional insurer, also asked itself this question while facing an urgent problem: its customer base was growing older, while new InsurTech providers were targeting younger groups. However, an initial attempt at influencer marketing with a different agency had not produced the desired results.

This was the starting point for our collaboration. Our goal was to develop a scalable and cost-effective influencer marketing strategy that not only generates reach but also delivers measurable success in the form of new contracts with younger customers.

We began our collaboration with ERGO by developing a structured, data-based strategy that included four core topics: namely, the detailed definition of the target group, the selection of suitable influencers with high reach and relevance, an effective content strategy for authentic messaging and continuous optimization.

Once the project was successfully launched, our main focus became performance enhancement. Throughout the project, we transformed the most successful influencer posts into paid performance campaigns on platforms like Instagram, Facebook, Pinterest, TikTok and YouTube Shorts in order to increase advertising impact and maximize reach.

We also rely on user-generated content (UGC) to promote sustainable growth. Reinterpreting successful influencer concepts through UGC creators allowed us to efficiently scale well-performing content and test new concepts simultaneously – all measures that prevent ad fatigue effectively. 

Additionally, we established long-term collaborations with influencers to ensure a continuous stream of high-quality content, deepen brand loyalty, and gain a competitive advantage through exclusivity.