Zurich, a leading multi-line insurance provider that services more than 210 countries and territories, turned to Lineage Digital for help creating scalable content for 12 marketing departments in the U.S. and Canada.
We were already working with Zurich. But before 2016, we produced content piecemeal, filling single work orders for different members of the Zurich marketing team. After seeing our capabilities, Zurich contracted us to change our (and their) entire approach for 2016. We assumed a more strategic role, becoming involved with content development from the planning stage onward.
We created well-defined quarterly and monthly content programs and joined Zurich marketing’s quarterly kickoff meetings. We were an important voice across their marketing departments, helping to develop themes and recommending the best use of their content allotment.
Each of the 12 departments had different content pillars that required new visuals. For that year, we worked with each one of these teams separately. After we developed a new process for Zurich to allocate assets by vertical, we focused on producing quality content for the specific verticals.
Our efforts helped Zurich cut marketing costs significantly while increasing overall output. The posts we produced averaged 110% more engagements than the company’s previous content. We drove 89% more clickthroughs and 1,478% more embedded media clicks. Our content created a halo effect over the entire company, even the parts we didn’t touch: the average engagement rate for all posts on all Zurich’s platforms rose with our involvement.
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Doing the heavy lifting so you can do the heavy lifting: designing new web assets for a major athletic wear brand