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Deep Dives

BizCover launches Business Class for regional business owners

The challenge

Online business insurance broker BizCover sought to replicate the success it had seen in metro markets within regional areas. The broker needed to build brand awareness to get onto the consideration list of small to medium-sized businesses. 

The execution

News Corp worked with BizCover and digital agency TUG to develop an integrated marketing campaign that included a cross-platform native and editorial content series as well as a competition. 

The ‘Business Class’ campaign was fronted by business personality Naomi Simpson and explored the real issues facing small businesses to educate business owners while sharing inspirational local success stories. 

Naomi’s took on the role of guest columnist making the campaign authentic and independent while ensuring the content series would achieve cut-through. 

The first phase of the campaign was the launch of the competition with the prize a one-on-one small business strategy session with Naomi. 

Following the launch, a weekly native content series rolled out across regional print and digital platforms.

Articles appeared in print every Tuesday, and a dedicated digital hub was created to house the content as well as other editorially-written pieces relevant to small business owners. 

The campaign ran over eight weeks in top-indexing markets for small business owners and decision-makers in titles including the Sunshine Coast Daily, Toowoomba Chronicle, Bundaberg News Mail, The Queensland Times, and the Lismore Northern Star publications.

The results

The campaign delivered BizCover a 62% increase in brand awareness, a 40% increase in positive brand affinity, a 27% increase in consideration and saw 38% of people take action as a result of the campaign.

62% increase in brand awareness
40% increase in positive brand affinity
27% increase in consideration
38% of people actioned as a result of the campaign

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