Global insurer and reinsurer XL Group has announced the launch of a new “personal” marketing campaign intended to better connect with audience members. Its tactic illustrates the growth of customer awareness rapidly expanding throughout the industry.
The campaign was developed by the internal communications and marketing division at XL Group, which wanted to reach out to its target audience in a friendly and approachable manner while proactively showcasing its internal team members.
“The impetus behind this is that we have always felt that our major differentiating point in the market is our people,” says Sarah German, XL Group’s VP of communications and marketing for North America. “We want to make sure that we focus on the relationship that we have with our clients and our brokers.”
New advertisements directly reach out to consumers with headlines such as “Scott wants tech firm to share firewall,” “Lorraine seeking company to share her umbrella,” and “Gary is seeking an earth-moving relationship.” Current and potential customers who view the ads online can click through to access those employees’ pages on the company website. There, they can learn more about Scott, Lorraine or Gary, obtain their contact information, and research products such as cyber, umbrella or construction insurance.
Given the growing popularity of omnichannel communications, German explains, the campaign will be almost entirely digital and encompass a variety of platforms. Ads will appear at events, on XL Group’s Fast Fast Forward thought leadership website, and through social media outlets such as LinkedIn, which directly ties the insurer to brokers and clients.
The personal campaign sets XL Group apart from other insurers, according to German. While other competitors are bigger, she explains, these advertisements provide clients with quick access to an ad’s featured decision-maker. The strategy is intended to depict XL Group as both responsive and welcoming.
“We have not seen this approach in any industry, and definitely not in the insurance or financial services industries,” says German. “It is a little bit of a risk for us.” The campaign’s North America launch took place at the RIMS conference held this week in Denver. Ads will appear throughout Europe, Latin America and Asia in early May.
Kelly Sheridan is Associate Editor at Dark Reading. She started her career in business tech journalism at Insurance & Technology and most recently reported for InformationWeek, where she covered Microsoft and business IT. Sheridan earned her BA at Villanova University. View Full Bio