how to use this research to gain more leads · driving page likes on facebook: targeting oﬀers to...

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How to use this research to gain more leads

Patrick Epler

CEO & Co-Founder North Star Digital

https://www.linkedin.com/in/patrick-epler/

Kewalin Singhahkham

Marketing Strategist & Co-Founder North Star Digital

https://www.linkedin.com/in/kewalins/ https://www.facebook.com/kewalinsingh/

With over 2.6 billion users being active on Facebook as of 2020’s Q1, it’s no wonder insurance companies are turning to the platform to generate more leads and build their brands.

The beauty—and danger of it—is that both you and your competitors can now see every move everyone is making. What worked for your brand yesterday could be copied and done to death by your competitors the very next day.

But copying and pasting isn’t where the money is: The transparency this phenomenon creates allows leading marketing teams to constantly learn from each other, in order to create even better results for their brands.

These priceless “best practices” you get from competitors can make up hypotheses that you can apply to your advertising strategies and increase sales. Surely not every hypothesis will work. But it’s undoubtedly better than a shot-in-the-dark approach.

That’s why our team at North Star Digital has spied on both the lead generation and branding efforts of 10 Thai brands for exactly that purpose: to learn from what works for other companies and test these elements for our own clients.

*One word of caution and general advice: When testing new elements, always start with the highest-impact variables and assure that they are parts of your overall business and marketing strategy. Do not run out and change all of your designs or copies, just because another successful brand does it that way.

Here are the 3 highest-impact variables you can start looking at today, in order:

1. Offer/Value Proposition >>> What do you sell, and whom are you selling to?2. Sales Funnel >>> Do you capture Lead Ads within Facebook or do you send them to a website or phone number?3. Creatives >>> Do your Landing Pages and Ads cater to your audience’s needs?

All that being said, we hope this Industry Report will inspire other business leaders and marketers as well.



https://www.linkedin.com/in/kewalins/

https://www.facebook.com/kewalinsingh/

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OverviewIntroduction: How to use this research to gain more leads 2

Overview of all brands 4

- Analysis Overview 5- Analysis Summary 6- Table Explanation 8

AETNA Thailand 13

Manulife Thailand 20

Generali Thailand 28

Sompo Thailand 36

FWD Thailand 44

Prudential Thailand 52

SILKSPAN 59

Roojai.com 66

frank.co.th 73

AIA 81

About North Star Digital 87

Disclaimer 88

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Overview of all brandsINSURANCE INDUSTRY

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The following information was gathered and analyzed from 10 Thai insurance/broker brands who are on social media. Although these brands range in size, the brands all share 2 common business practices:

The businesses practice (1) Lead Generation through obtaining leads’ personal data, and practice (2) Brand Awareness through posts and ads on social media.

We have provided a detailed overview of the brands in the tables below. Later in this Industry Report, you will find an analysis of how each brand executes lead generation and brand awareness efforts.

In the next slide, you will first find a high-level overview of our general findings.

Analysis Overview

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Here are the top 5 practices most of the analyzed brands use to generate more leads:

● Provide sign-up forms for leads to set up a call with customer representatives. This is most common in non-online efforts.

● Online purchases, where the brand closes sales on the website itself.

● Facebook Messenger Inbox: Page admins ask for phone numbers so they can offer suitable plans to potential customers.

● Brand App: After downloading the app, users are requested to subscribe, and are offered special privileges. Some brands even offer free services for non-members.

● Driving Page Likes on Facebook: Targeting offers to those who have Liked their Facebook pages. This is a secondary approach the brands apply to the existing efforts.

Analysis SummaryLead Generation

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Here are the top 5 brand awareness practices:

● Giveaways: Holding online competitions/games with rewards; The better posts feature timely rewards that fit with the audience’s needs, such as giving away air purifiers during the PM2.5 scare.

● Real-time Content, such as promoting COVID-19 packages and encouraging users to donate money to hospitals.

● Facebook Live Videos, such as promoting charity concerts with famous singers to get high engagement.

● Corporate Social Responsibility on Current Events, such as immediately insuring those who had lost their lives during the shooting in Nakhon Ratchasima, Thailand.

● Avoiding Excessively Educational or Specific Content: Most ads seen with too much educational content, such as general information about foods to avoid to keep healthy, have low engagement.

Analysis SummaryBrand Awareness

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In the Tables section (from the next slide onwards), we have broken up these brands’ practices into 7 sub-topics, to simplify the data analyzed. For reference purposes, these are what the 7 sub-topics refer to:

● Lead Gen Efforts: An estimated percentage of how much a brand’s marketing efforts are dedicated to lead generation

● Brand Awareness Efforts: An estimated percentage of how much a brand’s marketing efforts are dedicated to Brand Awareness

● Lead Gen Funnel: Where the lead generation ads lead to (website, page, etc.)

● Amount of Active Ads: How many active ads a brand has within 90 days

● Promoted Products: What products/services the brand is advertising

● Key Value Props: The strongest value propositions and unique selling points of a brand’s products/services

● Ad Placement: The platforms in which a brand’s ads are displayed (Facebook, Instagram, etc.)

Table Explanation

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Brands Lead Gen Efforts Brand Awareness Efforts

Lead Gen Funnel Amount of Active Ads

Promoted Products Key Value Props Ad Placements

92% 8%100% ads directed to sign-up forms on Facebook

140

2- Health insurance plan (general)- Brand's app

- Comprehensive health plans suited for all ages in families.

- Offers a free remote doctor consultation service for members via the application. This is a timely tactic as it caters to current consumer patterns of staying home.

- Facebook - Instagram

90% 10% 100% ads directed to website 210

3- Health insurance plan - Savings insurance plan- Kids' health and insurance plans

- Services suit customer needs.

- All-in-one insurance plans, covering needs for specific groups.

- Even the savings plan shares similar traits. Benefits such as how the insurance can be used to deduct tax are ideal for office workers.

- Facebook - Messenger- Instagram- Audience Network

27% 73%

95% ads directed to app download (Generali 365)5% ads go to website

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2- Health insurance plan (general)- Brand's app

- Positions as a supportive brand in the customer’s life.

- Most plans introduce COVID-19 coverage into existing benefits.

- Collect new leads and nurture the brand’s existing customers through their app, which is comprehensive and includes important information for both leads and existing customers.

- Facebook

THAILAND’S INSURANCE BRANDS

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14% 85% 100% ads directed to website < 5

2- Health insurance plan - Vehicle insurance plan

- Takes care of Thai people with a Japanese heart, leading to a service-minded culture.

- Either vehicle or health insurance plans can be customized to the client's needs. The most prevalent benefits are high coverage and tax-deductible plans.


97% 3%

99% ads directed to website1% ads directed to app downloads

~1,500

3- Online cancer insurance plan- Application service- Health insurance plan (general, family)

- Promotes the convenience of online subscription in 5 minutes.

- Offers a free app and activity tracker. The app isn't restricted to its members, with the aim of increasing the amount of new subscribers.


64% 36%

99% ads directed to sign-up form on Facebook1% ads to website

~ 30-50 2- Health insurance plans

- Provides financial security and peace of mind

- Comprehensive expense coverage to the brand’s members by providing IPD benefits. It eases the burden on medical expenses.

- A plan where customers can customize coverage; so if you are not sick, you pay less.


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80% 20% 100% ads directed to website

~140 (most are dark posts)

2- Vehicle insurance- Personal loan plans

- As a broker, the company provides comparisons for many vehicle plans.

- Offers 0% interest installments and 100% money-back guarantees if clients find a cheaper deal with the same terms.

- Facebook - Messenger- Instagram

- Audience Network

61% 39%

97% ads directed to website3% ads lead to Liking the page

50-602- Vehicle insurance plan - Covid insurance plan

- Offers a 100% money-back guarantee if their audience finds a cheaper deal with the same terms.

- Keeps improving on technology and innovation.


- Audience Network

39% 61%

90% ads directed to website10% ads lead to Liking the page

<10

3- Vehicle insurance plan- Covid insurance plan- Health insurance plan (general)

- Ranked first in online insurance services.

- Offers comparison features that help users find their ideal plan. Consumers can make a purchase within 5 minutes.

- Shows brand support and empathy during the pandemic, and also offers 10% discount for online plans.


- Audience Network

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88% 13%

100% ads directed to sign-up form on Facebook (for scheduling an appointment)

390 2- Cancer insurance plan- Senior life insurance

- Mostly targets elderly people by pointing out risks and showing how the plans help the audiences stay financially stable.

- Cancer plan provides coverage from early to advanced stages, emphasizing on the actual cost cost and the benefits.


- Audience Network

AetnaOverview

Lead Generation Funnel

● Most posts ask leads to fill out a short form for scheduling calls. Sales representatives will then reach out accordingly.

Value Prop/Positioning

● Strong brand positioning (US-based, and the brand was founded in 1853).● Medical coverage of up to 30 million THB, including COVID-19 coverage. The brand positions itself as a comprehensive health

plan suited for all ages in the family. The brand emphasizes that customers won’t need to purchase their plan with life insurance in almost every ad that generates leads.

● Due to COVID-19, the brand extended its coverage by adding COVID coverage for existing customers.● The brand offers a free remote doctor consultation service for members via the application. This is a timely tactic as it caters to

current consumer patterns of staying home.

Copy

● Gives comprehensive key benefits of the packages; medical treatment coverage, medical expenses for COVID-19.● Emphasizes the key benefits of medical coverage; no need to pay in advance for IPD and OPD.

Design

● It’s obvious that almost of the lead generation ads are in banner (still image) format, mainly communicating a general approach as opposed to detailed plans. Few lead ads use carousel format. The design is quite formal and professional.

● Uses family pictures to reflect that their plans suit family members of all ages.

Landing Page Link

● *Most lead ads ask potential leads to fill out their information on Facebook. (See example in next page)

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Signing up

To schedule a service appointment.


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Sending messages

After clicking the button, the admin is ready to ask for contact information. Admins ask for mobile phone numbers for a team member to get back at a later time.

Paid Ads

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AetnaBrand Awareness CampaignsMost popular posts by comments / shares*

Go to this post : Click here

* Within the last 6 months. We are looking at comments / shares as this type of engagement is more valuable than normal likes.

What makes this a successful post?

● Using giveaways to attract attention.● Boosting the post for more likes,

shares and comments for more social proof.

● Highly-engaging content to increase brand awareness.

● Providing a translated version for non-Thai users.

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https://www.facebook.com/382920521843448/posts/1870893303046155

AetnaBrand Awareness CampaignsWorst popular posts by comments / shares*


What makes this an unsuccessful post?

● The information is not of high value to the audience; It is mostly common knowledge that people already know.

● Using the brand’s color to color food does not make for a good aesthetic.

● After a confusing ad experience, the brand ties in a package at the end.


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https://www.facebook.com/aetnathailand/photos/pcb.1891418530993632/1891418250993660/?type=3&theater

AetnaBrand Awareness Campaigns

Analysis

● The best post is a giveaway to gain audience engagement. The game the brand created was timely considering the COVID-19 situation, in terms of prevention methods. The answers, which are to “eat hot food, use serving spoons, wash hands and apply for insurance,” successfully tied in the brand’s message by positively associating the service with necessary practices. It was a simple and fun way to promote their service.

● The worst post is low-value content about how to eat food safely in the summer. The common information combined with the non-pleasing color of the food likely contributes to the bad performance of the post.

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OverviewLead Generation Funnel

● The brand drives the audience to the website, based on different insurance plans. For online plans, customers can easily subscribe and buy online. For non-online plans, the audience fills out a form for setting up an appointment, without including the price on the website. The brand provides convenience by letting potential leads choose meeting times and contact information for actual staff to contact personally.


● Services suit customer needs. The online health plan is heavily promoted and is positioned as a comprehensive plan, covering life insurance, health insurance, accidents, illness and COVID-19.

● The brand uses a “how this package is going to be worth your money” approach. Angles such as how the insurance can be used to deduct tax, are ideal for office workers. Child insurance is also marketed in a 2-in-1 style.

● 0% interest payment with credit card.

Copy

● The brand’s copy has a pattern, starting with introducing the specific plan and followed by comprehensive key benefits of the package. More recent ads add in COVID-19 coverage.

● For the saving plan, each benefit starts with “คุม” (worthwhile), which are puns of the package name. This makes the copy easier to digest and remember. The brand also provides examples that help the audience understand better and compare options more clearly.

● Includes clear cost breakdowns so people don’t have to think of everything themselves.

Design

● The most prevalent format is banner, promoting on plans’ benefits. Slideshow and GIF ads are quick and easier to create, compared to video. It helps to simplify the message and can reach people who have slower connections.

● The chosen models reflect target audiences, whom are young adults who are single. The mood and tone is not too formal, and like Aetna, the brand focuses on family. Several designs with same captions have been tested.

Landing Page Link

● Online health plan (website): https://bit.ly/2Aa94hC● Kid’s plan (website): https://bit.ly/2Aa9hBq

20● Savings plan (website): https://bit.ly/2SLfyK5

https://bit.ly/2Aa94hC

https://bit.ly/2Aa9hBq

https://bit.ly/2SLfyK5


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Signing up

On the website to book a call appointment.


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Purchasing online via website


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Sending messages

The admin introduces health plans after the audience clicks the ads, asking for interested plan, gender, age, weight, height, name and mobile phone number.

Paid Ads

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Brand Awareness CampaignsMost popular posts by comments / shares*



● Seasonal Christmas giveaway with a simple and highly-engaging game.

● Boosting the post for more likes, shares and comments for more social proof.

● Providing a translated version for non-Thai users.



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Brand Awareness CampaignsWorst popular posts by comments / shares*



● Although the brand provides high-value content that resonates well with the target audience, the transition from content to advertising the service is unclear.

● The post immediately jumps from insomnia to accidents, and then to the service, without clearly provoking why insurance matters in this case.


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https://www.facebook.com/ManulifeInsuranceThailand/posts/1448474988660197

Brand Awareness CampaignsAnalysis

● The best post is a giveaway with comprehensive details in the copy. The concept of winning freebies while having fun on social media is a popular trend in Thai media use. The comments on the post reflects the audience’s personality, hopes and dreams for the new year. It is a smart way to collect super-valuable data for marketing later on.

● The worst post is a photo album educating the audience about insomnia symptoms, causes, and treatments. The brand aims to use the final picture as the call to action to their services, but the connection is unclear. The copy is also inefficiently-spaced which could may lead to people losing focus.

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● The paid ads direct potential leads to an app called Generali 365. Many insurance brands have their own apps as a way to ease the customers’ interactions with the brand and increase brand loyalty through special privileges. Generali offers points for people who either install the application or share the brand’s posts to Facebook and Line.

● Paid ads leads to the main website, with no specific plan nor a pop-up application form.


● The brand positions itself as supportive. Most plans introduced COVID-19 coverage into existing benefits.● The brand collects new leads and nurtures existing customers through the app. The app itself is comprehensive and includes

important information for both leads and existing customers.● Provides useful information during the pandemic and shows support for people affected.

Copy

● When the brand promotes the app, the brand will show the benefits of being a member. In some ads, the brand directly includes the product name with the objective of getting the lead to learn more via the app.

● If the ads are about COVID-19, the voice and tone is generally empathetic and caring, without aggressive promotion.

Design

● Most of the lead ad formats are banners. Facebook Live is used to provide health information, hosted by a doctor, receiving the immediate reactions from the audience. On the Facebook page, the brand has published many videos, having sales representatives encouraging viewers to stay at home with the campaign: Protect Your Loved Ones from Home.

● When the brand promotes insurance plans, the mood and tone is formal and professional, in contrast to the app-centric ads which are less formal and decorated more.

Landing Page Link

● Generali 365 (installing website): https://apple.co/3dsyNA2● Generali 365 (introducing website): https://bit.ly/2YL8nFC● Main website: https://bit.ly/3dsINJS 28

https://apple.co/3dsyNA2

https://bit.ly/2YL8nFC

https://bit.ly/3dsINJS


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Installing the app

After installing, the application asks to sign up with a mobile phone number, Facebook or Line. In every option, mobile phone number, full name and email address must be provided.


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Introducing the app

On the website and encouraging to download (IOS/Android)


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Directing to the main website

Not proactively asking for contact information.

Paid Ads

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● A testimonial approach, using a famous Thai volleyball player.

● Story: she talks about her turning point in applying for insurance .

● Emphasis on “unwanted burdens” and connecting them to not having insurance.

● The video is social media-friendly. It is made with a vertical format, has subtitles and is less than 30 seconds long.

https://www.facebook.com/generalith/videos/vb.177518292310976/1077831365884490/?type=2&theater




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● Incomplete information in the ad; the post reveals more information in the external link instead.

● As it talks about exercise postures during the COVID-19 pandemic and PM2.5 air pollution, the article is quite long. It likely does not cater well to the target audience.



● For the best post, the brand does well in finding an influencer. Although she is famous, her demeanor is relatable to the brand’s prospects. Furthermore, the video is mobile-friendly.

● Long-form content may not always sit well with the audience. The worst post, which led to a long external article, may have not presented the content well enough. A better format could have been video on Facebook itself.

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● The brand drives people to the website 100%, with each plan leading to a specific website page. This is good for the customer’s journey as their desired plan will show up once they click an ad.


● The brand takes care of Thai people with a Japanese heart, leading to a service-minded culture. The company has been in business in Thailand for around 23 years and 130 years in Japan.

● Either vehicle or health insurance plans can be customized to the client's needs. The most prevalent benefits are high coverage and tax-deductible plans.

● As people stay at home, they use cars less. Most car insurance plans are expensive compared to the actual use during this time; Sompo’s plans cater to this. The packages are customizable, where the customer can select prices.

Copy

● The copies hook the customer’s attention with prevalent pain points and follow through with the brand’s solution. ● Provide precise insurance benefit details and list them in bullet points to make it easier to read. The copies also make use of

hashtags to bolden the text and repeat branding elements.

Design

● Ads come in various formats, including banner, carousel, video and slideshow; Most ads feature the brand’s mascot. The mood and tone is casual, making the brand more approachable.

● The video ad resonates with the targeted audience, narrating on lifestyle. This video also emphasizes the importance of car insurance with sense of responsibility and consideration.

Landing Page Link

● Vehicle plan (website): https://bit.ly/2WGx4AF● Health plan (website): https://bit.ly/3dsKbMi

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https://bit.ly/2WGx4AF

https://bit.ly/3dsKbMi


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Purchasing online

Comparing vehicle plans and purchasing on the website itself.


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Signing up

To book an appointment in Google Docs file.


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Signing up

To book an appointment via the website.

Paid Ads

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● The travel insurance extends coverage for COVID-19. As the post was published in February, we can see that the brand responded to the situation very well. Several comments asked for more information.

● 15% discount when buying via Line.

https://www.facebook.com/SompoThailand/posts/2602933136621772/




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● Since Songkran is postponed due to the virus, this post offers alternative ways to celebrate.

● While the creative ideas are interesting, it can be assumed that the links lead to different landing pages and do not provide value for the audience nor for the brand in generating leads via website visitors.



● This brand does well in responding to the current situation in real time, judging from the content. The best post reacted to the COVID-19 pandemic months before their competitors did. This was back when COVID-19 plans weren’t yet popular. The company extended travel coverage to COVID-19 medical expenses, making it impactful for people didn’t cancel their flights.

● Actually, the innovative way for celebrating Songkran is quite unique but it didn’t receive much engagement. This could have been because people aren’t willing to celebrate Songkran any other way, or because the post has been arranged with separate landing pages, among other reasons.

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● Promoting online plans and directing people to purchase online via the website.● The brand has an app with the objective of creating new users and a community (without needing to be an insurance member).

The app offers point and rewards.


● The brand is positioned as a “We’re here for you” brand. Empowering people to live their lives to the fullest everyday is company’s commitment.

● Increasing new subscribers with the app leads to brand recognition. The app has deals with food delivery services, further increasing incentive during lockdown.

● The brand emphasizes on simple and easy subscription, which users can buy online within 5 minutes. ● The brand uniquely breaks insurance costs down by day. Comparisons include insurance plans being “as cheap as a stick of

grilled pork per day.”

Copy

● The brand emphasizes on the convenience of subscribing (cancer plan) within 5 minutes, exaggerates on the cheap price by comparing the daily costs with a stick of grilled pork, a cup of coffee, etc. The brand is good at visualizing convenience at an affordable price.

● Provides precise insurance benefit details and lists them in bullet points to make it easier to read.

Design

● The lead ads are heavily promoted with different formats, banner, video, slideshow and carousel.● The posts’ design is simple yet creative. It makes use of pictures, like grilled pork or a cup of coffee to send the core message. ● For cancer plans, there are groups of ads, targeting with different age and gender. The brand likely does testing to find out

which age group resonates the most with their service.

Landing Page Link

● Family Care plan (website): https://bit.ly/3bcgi1j● Caner plan (website): https://bit.ly/2zgCZ7j● Saving plan (website): https://bit.ly/2WdERqi

44● Life plan (website): https://bit.ly/35JVtck● Health plan (website): https://bit.ly/3dwoLxN● Application: https://apple.co/3cdQzqM

https://bit.ly/3bcgi1j

https://bit.ly/2zgCZ7j

https://bit.ly/2WdERqi

https://bit.ly/35JVtck

https://bit.ly/3dwoLxN

https://apple.co/3cdQzqM


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Gender and birth date> suggest plan > fill out personal information > confirm and purchase


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Installing the app


47

Liking the page

To receive Facebook contact information from people’s profiles.

Paid Ads

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● This live video was published on 5 Apr during their stay-home campaign.

● The key is the company hired popular musicians to play, encouraging people to donate to hospitals that specifically treat COVID-19 patients. This move also appeals to existing fans of the musicians.

● Viewers could donate money and request songs, making the live video especially engaging and meaningful.





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● 4 reasons why young people don’t by cancer package-insurance: The caption in the first image is confusingly-spaced and worded. The topic of cancer was introduced arguably too late into the caption and copy for people to immediately associate the images with cancer.

● The copy itself does well in appealing to customer pain points, and dividing the cost for the customer. However, it could have been the photo album that threw the audience off.



● The best post uses Facebook Live to get immediate responses and engagement. Serving a similar purpose to a testimonial, the video makes use of famous singers to draw in the audience. By donating in the video, the audience also feels instant gratification in helping the community, and this positively associates the brand with the act of kindness.

● The worst post, although not that bad, simply doesn’t dig deep enough as to why young people need a cancer package early on. It would have been a better approach to trigger fear by referring to cancer statistics in younger people.

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● The brand’s plans are not available for purchasing online. Almost every lead-generation ad asks potential leads to fill out forms and schedule meetings on Facebook. That is likely why the brand focuses on repeating unique selling points before meeting.

● Only a few lead ads, in video format, are driving people to the website to schedule meetings.


● The brand is positioned as a provider of financial security and peace of mind to Thai people. ● Due to financial insecurity, the benefit of not having to pay in advance is strong. Many ads advertise this.● Based on the ads, the mood and tone isn’t too formal.

Copy

● The brand is clearly promoting 2 health plans: medical expense coverage and flexible customization. However, the drawback is the copywriting only communicates the benefits from the company’s perspective, not from the consumers’ side.

Design

● The lead ads are heavily promoted with different formats, including banner, video, slideshow and carousel.● Video ads are professionally produced. Wording in the designs is casual; Editing sparks curiosity to keep viewing.● The brand does creative testing to see which ads get better results. For example, the brand tested models wearing casual

clothes vs. those with formal clothes.

Landing Page Link

● Health plan : https://bit.ly/2Wl14Tt● Health plan : https://bit.ly/2YQrSN6

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https://bit.ly/2Wl14Tt

https://bit.ly/2YQrSN6


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Signing up



54

Signing up

To book a call with a sales representative via the website.

Paid Ads

55




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● This giveaway post asks the audience to participate in a game for PM2.5 prevention techniques during Chinese New Year.

● The reward was an air purifier, which was extremely timely given the circumstances.

● By tying in the game’s conditions with engagement (like, share etc. to enter the competition), the brand successfully received over 400 comments and 400 shares.





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● This post highlights International Women’s Day. However, it does not contain any high-value information for the audience.

● Although the post was not sales-oriented, a more powerful approach would be to include a heartfelt message from a high-ranking executive or a team member.

● No clear call to action for the audience.

https://www.facebook.com/PrudentialThai/photos/a.130435387131269/1536748979833229/?type=3&theater


● The best post makes use of a giveaway activity during Chinese New Year. Having air purifiers as the reward was a good decision.

● The worst post’s content was fairly general and lacked a personal touch, such as a heartfelt quote from an executive. Furthermore, the post lacks a clear call to action for the audience.

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● All of the paid ads are lead ads, driving people to the website. As a broker, the company provides comparisons for vehicle plans. A sales rep will call the lead back if the lead is truly interested.


● The company is Thailand’s first and leading online financial superstore. The enticing offer is 0% interest installments and 100% money-back guarantees if clients find a cheaper deal with the same terms.

Copy

● The car insurance plans are separated into different types, but are generally more affordable and the best deals are put first.● The brand always includes the 0% installment detail to incentivize the client’s decision.● Most of the paid ads also advertise after-sales privileges for the client.

Design

● The only format for lead ads is banner. ● Shows comparison charts● Highlights starting price and 0% installment payment● Captions are straightforward and easy to digest. Readers can get the message without reading the whole copy.

Landing Page Link

● Vehicle plan (website): https://bit.ly/2LfK0Ig● Personal loan plan (website): https://bit.ly/2WP0MmQ

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https://bit.ly/2LfK0Ig

https://bit.ly/2WP0MmQ


60

Getting a quote

By filling out car usage data on the website.


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Comparing insurance plans from different companies

Add phone numbers to get discount and offer proper plans. Consumers can purchase online or request staff to call back.

Paid Ads

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● This post informs the audience about where to get cheap face masks: an extremely pertinent issue at the time it was posted.

● Although the post has nothing to do with the actual services, it focuses on a deep issue within the community and thus is very high-value content.

● The post also places the brand in a positive light, as the provider of useful information in difficult times.





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● This post targets first-time parents, pointing out the benefits for the whole family, at a 25% discount. However, it does not have a strong call to action.

● The post also does not appeal directly to the pain points of new parents, such as concerns about their child’s safety and future. This features-oriented approach could have contributed to the negative performance of the post.



● While the best post is purely about sourcing masks, the post is published by the brand, thus placing the brand as the reliable source of the information. This does well in creating strong engagement in the post.

● The worst post could possibly be too niche to perform as well as a general approach. Many people within their target audience are likely parents of preschoolers/elementary schoolers instead of babies or toddlers.

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● The main service is vehicle insurance plans. Most ads lead to their website, where the user can choose among motorcycles, cars and more based on their personal information.

● A few ads are running for awareness to build a stronger community.


● As an insurance company, the brand is positioned as having been created for Thai motorcyclists and drivers. In light of the pandemic, the brand has also added COVID-19 insurance deals, expanding to a foreign audience as well.

● The company received a customer rating of 4.8/5. The company offers a 100% money-back guarantee if the audience finds a cheaper deal with the same terms.

● The company’s strength lies in continuously improving on technology and innovation. ● The online insurance company-business model means there are no physical vehicle checks for the customer. The brand makes it

even simpler for the customer by having only a video call to inspect their cars.

Copy

● Almost every post uses very precise copy, communicating only in the best unique selling points: 100% money-back guarantee and installment payments by debit or credit card.

● The copies also emphasize convenience and the worthwhile nature of the brand’s deals.

Design

● The brand uses banner and video slideshow format, and designs are both available in Thai and English. ● The brand’s mascot, a kangaroo, has become synonymous for its 350k followers.

Landing Page Link

● Vehicle plan (website): https://bit.ly/2WJxPc1● Covid plan (website): https://bit.ly/3bnXs7E 66

https://bit.ly/2WJxPc1

https://bit.ly/3bnXs7E


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Getting quotes

by filling out car usage data on the website.


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Liking the Facebook Page

To receive Facebook contact information from profiles.

Paid Ads

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● This post uses an image to show people using fog lights at night, a common occurrence in Thailand which leads to accidents. It is also a popular topic of discussion in various social groups.

● While most people didn’t inquire about the actual insurance plans, the people voiced their opinions on those using fog lights at night and shared their personal experiences.





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● This post targets pregnant drivers, who are in reality not extremely prevalent, compared to the vast majority of drivers in Thailand. This likely led to it not receiving much engagement.

● The post also includes an external link. While the post’s idea of sharing best driving practices for pregnant women is quite interesting, a better approach would be to share all information in the post itself.

https://www.facebook.com/roojai/posts/2419790911645776


● The best post makes use of problems which Thai drivers share in common: facing drivers who use fog lights at night. People love commenting about road range, and the post ended up doing extremely well in terms of engagement.

● The worst post’s content simply does not fit most of the audience’s needs. Only in rare cases with single parents will we see women driving while pregnant in Thailand; Otherwise it could be by motorbike instead. Nevertheless, these are the minority compared to regular drivers who are not pregnant or have no medical conditions preventing them from driving. Furthermore, the post itself uses an external link, which increases a step for the audience to get hold of the information by having to click more.

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● Drive leads to subscribe and purchase their online plans on the website. Since the company is an online broker, the main focus is on ease of use and fast action. The process of purchasing can be done within 5 minutes: Customers can compare, fill out private information and purchase, all on an online platform.

● Only some ads promote insurance plans and capture leads from the brand’s Facebook Page by adding Contact Now or Book Now buttons on the ads.


● The brand is positioned as a customer-focused company, ranked first in online insurance services. ● By personifying the brand as a penguin, the company makes the service more reachable and easy to contact.● As a broker, the company offers comparison features that help users find their ideal plan. This is supported by the brand’s claim

that consumers can make a purchase within 5 minutes.● The brand is showing support and empathy during the pandemic, offering a new COVID-19 insurance plan. The brand also

offers a 10% discount for online plans.

Copy

● The copy is extremely brief and precise, with bullet points to make it easier to read.

Design

● Most of the lead ads are banners, while only a few use carousel format. The design and format is straightforward. The designs highlight the insurance plans and generally provide a starting price.

● As the brand’s representative, Frank the penguin is used in almost every ad, both paid and organic (non-boosted ads). Thus, branding is quite strong within the brand community.

Landing Page Link

● Vehicle plan (website): https://bit.ly/2LjTySK● Covid insurance plan (website): https://bit.ly/2YTMnZg● Facebook page: https://bit.ly/2zpfOYw 73

https://bit.ly/2LjTySK

https://bit.ly/2YTMnZg

https://bit.ly/2zpfOYw


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Comparing insurance plans from different

companies

Filling out information and purchasing online.


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Liking the Facebook Page

To receive Facebook contact information from profiles.

Paid Ads

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● This timely marketing ad makes use of a popular meme to educate the audience on the difference between Compulsory Third Party Liability (CTPL) and tax. The post plays with a relatable angle for several drivers in Thailand and promotes registration renewal packages in the copy.

● Using timely methods of presentation, such as current memes, is generally well-received in terms of getting engagement.





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● Educational content about 5 things not to put in your bag. While the idea is good, it is likely that the caption did not capture the audience’s attention enough. The first caption draws no clear association with the bag.

● Generally it is a good practice to visualize whether the audience will understand the ad in 3 seconds. If not, consider turning it into a GIF or video and starting with the most eye-catching caption, followed with supporting information.



● The best post uses a viral meme on Facebook to engage with the audience. The post educates the audience through humor, which is normally a powerful approach. In addition to those points, the design is simple and the copy is worded in an approachable, casual way with organized information.

● The worst post’s caption is fairly vague and likely has a ‘clickbait’ feel. The copy also lacks structure, and doesn’t contain a call to action for the audience.

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● Asking the audience to fill out a short form for scheduling time. The brand’s sales representatives will reach out to them accordingly.


● This is one of the oldest insurance companies in Thailand. The brand is well-known for senior citizen insurance plans. Most ads target elderly people who are about to retire. The brand points out risks and shows how the plans help the audience stay financially stable.

● The brand also targets people who have old parents and don’t have life insurance. The brand appeals to this audience by scaring them with funeral expenses.

● The brand extends coverage for COVID-19 medical expenses in most plans to increase value and encourage more purchases.

Copy

● The senior citizen plan generally focuses on the plan’s benefits and value; i,.e, those insured can easily get 150% benefits, worth about 450k THB, after 8 years in the insurance program.

● Every lead generation ad clearly informs that purchases can only be made on mobile.

Design

● The lead ads are heavily promoted with different formats: banner, video, slideshow.● The visual ads are creative and relate to Thais’ lifestyle. For example, some designs play with activities such as stock investment and lotteries,

that people often pray for good results, together with a caption that says the brand is not a luck-based company.● The brand’s storytelling and creativity are impactful and distinctive, touching on consumers’ pain points.

Landing Page Link

● Cancer plan (website): https://bit.ly/2WO77iF● Senior life plan (website): https://bit.ly/2Lo0z4F

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https://bit.ly/2WO77iF

https://bit.ly/2Lo0z4F


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Signing up


Paid Ads

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● This is a post about how the brand responded to the mass shooting at Terminal 21 shopping mall in Nakhon Ratchasima, by showing empathy toward the situation.

● Among the people who lost their lives were 9 AIA employees, where 5 people were sales representatives.

● They quickly approved compensation and provided further donations to other victims. This places the brand in a positive light in difficult times.





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● This post promotes staying sober to sleep more soundly. However, there is no clear offer to incentivize the audience.

● This post indirectly promotes a health plan, offering reward for a healthy lifestyle. It could be assumed that the post did not contain enough information about both the topic and the offer.

● The post is also in both languages, which could deter those who are not well-versed in English.



● The mass shooting issue received a great deal of attention among Thai people. AIA’s action shows social responsibility by responding promptly to the situation. Several comments praised the brand as a result.

● The worst post’s copy starts with English at the first line, with a Thai version below, making it harder to digest among the Thai majority audience. Moreover, the mood and tone is neutral and lacks emotional triggers.

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Disclaimer

● The rates of engagement used are the average engagement rates from November 2019 – April 2020, sourced by using a paid tool called Fanpagekarma. These numbers are constantly changing, and therefore the data will never be definitive. However, by looking at averages, we are assuring that only the highest-engaging brands will be monitored at a given time.

● The results of lead lads are the product of manually monitoring ads in Facebook Ad Library, showing the data within 90 days (January – April 2020). Results are also not definitive, but are valid within the specified period of time.

● If we are missing your brand, please let us know by sending us an email at [email protected]

mailto:[email protected]

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