Zurich: Global Social Content Engine
By RCP
A GLOBAL CONTENT ENGINE THAT CHANGED EVERYTHING
What we loved
Reinventing how a massive, traditional insurance brand shows up credibly and compellingly on social media
How we got there
Our task was simple, if not easy. We had to translate Zurich’s brand purpose ‘Creating a Brighter Future Together’ into a clear, always on social purpose, globally. To do that we shifted social from a ‘passive’ channel to a channel that genuinely helps, with content pillars centred around empowerment through knowledge. We combined those content pillars with content that was fit for purpose. Re revolutionised the way Zurich thought about content and how they executed it. And it changed everything.
What it changed
Our Global Content Engine drove almost half Zurich’s visibility globally (43% Total) despite having just 9% of overall paid media spend accounted towards it. Facebook & YouTube achieved 56% of total engagements. YouTube scores record for link clicks, with new changes in video overlays encouraging click through. TikTok saw the biggest growth with a 347% increase in impressions compared to the previous period.
9.3 billion impressions in 2024 | +89% increase over 2023 | +25% above the target | 347% increase in TikTok impressions compared to the previous period.