How NRMA Insurance strengthened their Brand Promise using Real Stories of Help

by ACN Editor
Objective 

An ambitious campaign that has run for more than a year, “Stories of Help” produced by Storyation for NRMA Insurance has showed that even brands in a low interest category can connect with audiences at scale with engaging, human content.

Prior to launch, NRMA Insurance had significant challenges to overcome including low relevance for consumers (research showed only 2% of Australians are in the market for insurance cover at any time) and growing public distrust of insurers in the wake of a government enquiry into the financial services industry.
Strategy 

NRMA Insurance realised it needed to shake up a category that largely treated content as just another sales tool and instead create content that laddered back to its brand platform “Help”. By championing the real stories of local heroes who had helped other Australians, NRMA Insurance believed it would be able to shift audience commentary from policy enquires to meaningful conversations.
Execution 

NRMA Insurance engaged Storyation to tell stories of real Australians in an authentic, editorial style inspired by the popular social media page Humans of New York. From a surfer who saved a friend from a shark attack to a scientist working on a cure for a rare disease, the stories show that Help comes in many forms and support NRMA Insurance’s brand position “Helps Is Who We Are”. 
 
During two major crises in early 2020 - the Australian bushfires and COVID-19 – NRMA Insurance was able to use the Help platform to showcase stories of Australians helping others in real time in a way that made their content central to the national conversation. 

NRMA Insurance was not only able to reflect the seismic changes in Australian society, it was able to play a role in helping people feel more connected within their community.

Results

The results speak for themselves. Total impressions during the judging period were a massive 15,519,912 and reach just under 3 million (2,857,016). Engagement rate increased from 1.43% at the start of the Help campaign (Oct 18) to a peak of 2.07%.
 
Data from Shareablee shows during the judging period NRMA Insurance held the number one spot in the Australian insurance category dominating the market with 75.74% of the total engagement actions on social.
 
Not only that but NRMA also held the number one spot across the Australian financial services category during the judging period with more likes, clicks, comments, reactions and shares than Australia's major banks Westpac, ANZ and Commbank combined.
 
And in February 2020, at the peak of the bushfire crisis, NRMA Insurance was number one in the entire consumer services category beating Qantas, Coles and Telstra among others. This is even more remarkable when you consider that NRMA is not a national brand - it only operates in NSW and Queensland.
 
During the judging period NRMA’s blog ‘The Hub’ saw its readership rise 51% year on year with total views of 216,849 versus 143,266 year before.

Disclaimer: This case study is published without any editing of the award entry submission for CMS Asia Awards - ANZ edition. This case study is an award winner.