Reaching A Younger Audience

Sanlam, a leading financial services provider, sought to engage with viewers of Premier League coverage, and enhance their brand awareness through an interactive and rewarding experience. Hailr partnered with Sanlam to deliver a unique solution that delivered on the client's goals and offered valuable first-party data insights.

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Campaign Objectives

Goal 1: Engage with Customers

One of the core campaign goals was to engage with viewers of the Sanlam-sponsored broadcast of the Premier League. Users joined the experience via PPC campaigns and from a QR code displayed on a ‘squeeze-back’ during the Premier League games. Users who engaged were offered games, quizzes, videos and other gamified mechanics over multiple organic repeat sessions.

Goal 2: Enrich Data

Sanlam encouraged users to share their financial goals via the experience to enrich future communication with them. Use of surveys also supported personalisation efforts in subsequent campaigns.

Goal 3: Rewarding Users

To drum up as much engagement as possible, users were incentivised to engage with campaigns by way of rewards. These were delivered via the experience and included competitions and instant airtime vouchers. Users earned coins for their engagement in the game and then used these coins to claim the prizes of their choosing.

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Purpose of Campaign

The campaign focused on driving viewer engagement and collecting valuable data through the Hailr-developed progressive web application (PWA). By aligning with the Premier League coverage, Sanlam aimed to increase brand visibility and attract a large audience of potential customers.

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Take-To-Market

Hailr collaborated with the Sanlam and Incubeta teams to prepare media components, including UTM-tracked QR codes. Paid media channels, including Facebook and Google, contributed to the majority of user registrations. More than half of the users who were exposed to Hailr via paid media channels successfully registered. The campaign was further promoted through various sources, leveraging the brand's marketing efforts. 

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Results of Campaign

The Hailr-powered experience attracted significant engagement and provided Sanlam with valuable first-party data. The campaign achieved its core goals by providing users with interactive content and rewarding them for sharing information.

Goal 1: Engagement Results

It was observed that each user came back to the platform more than 4 times averaging over 5 minutes per session, which indicates that users were highly engaged with the content. 

Goal 2 results: Data Collection

Data was collected to supplement the information collected about the Sanlam user base. This information could, at request, be further segmented to create personalised campaigns related to the common themes identified amongst respondents. This would hopefully in turn lead to higher conversion rates.

Goal 3 results: Reward Users

The rewards section of the experience consisted of two reward mechanisms, including competitions and airtime vouchers. Following the successful completion of the campaign, it was observed that we had double the amount of competitions entered compared to the amount of registrations, which indicates that each user averaged more than one competition entry.

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Conclusion

The campaign developed for Sanlam achieved its goals of engaging with users via the campaign and television coverage. Users successfully engaged multiple times while viewing product information, sharing data and engaging with branded content.

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