PSA Insurance solutions operate in France and Germany, offering reliable excess, gap and personal accident insurance to drivers. PSA's aim is to remove the potential financial burden that making a claim under your motor insurance policy could bring.
We were challenged with increasing PSA’s brand visibility, with our main KPI’s being to raise the brand’s profile within the French consumer demographic. We wanted to raise awareness and gain coverage for the brand as well as eventually increasing qualified referral traffic to the Gap Insurance category page – a page that we had previously optimised with content.
We got to work producing a well thought out influencer marketing strategy, using French influencer Valentin Leonard. The aim of our campaign was to showcase the importance of having gap insurance as well as to demonstrate the freedom that comes with having a fully insured vehicle. Valentin was tasked with exploring his own country by car, covering his adventures in Bourges on social media as he went, using the hashtag #DoMoreWithPSA. To ensure we received high-quality, coverage to really show PSA in the best light, Valentin was accompanied on the trip by a professional photographer. This meant that we received bespoke content in the form of 10 Instagram story posts and three grid posts, which were put in front of Valentin’s highly engaged 657k followers, as a result of the campaign. We were also able to use the assets created by Valentin across PSA’s own social channels.
We used key brand messaging in order to target the 26-34 year-old demographic of our customer personas, which highlighted the ease of using PSA to purchase Gap and Excess Insurance, allowing customers to really explore what’s on their doorstep whilst having peace of mind that there is some protection in place if the worst should happen. By giving the content a lifestyle focus, it helped PSA to come across as a relatable and reliable insurance provider.