United Concordia Dental
leads attributed to paid search
active "thank you" page visitors
increase of daily engaged users
The Ambition
United Concordia sells its dental benefits through insurance brokers to employers of all sizes. They recently introduced a new value proposition.
How could United Concordia market their new positioning in a B2B context with the end goal of acquiring more employers?
leads attributed to paid search
active "thank you" page visitors
increase of daily engaged users
The Results
Paid search outperformed all other online and offline tactics, yielding the highest engagement rates for video plays and content downloads. Brokers were not just learning about the reinvigorated United Concordia brand, they were taking action. 89% of all leads submitted were directly attributed to paid search, which averaged a $221 cost per conversion.
Engagement didn’t stop with the form submission. 69% of visitors to the “thank-you” page clicked on the social media icons. As a result, Facebook saw a 489% increase year -over-year in daily engaged users. The integrated nature of this effort enables United Concordia to nurture their broker audience and further establish their new brand platform.
Within 30 days of campaign completion, United Concordia had seven active leads and had already been invited to a finalist presentation with a new employer. Closing one of these eight high-value prospects (100+ FTEs) would result in positive ROI within one year of the group effectuating.
We launched a paid search campaign around a single product that exemplified the broader brand positioning. This innovative product messaging drove qualified brokers to a custom landing page experience specifically designed to:
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