Emma by AXA
Campaign: Emma by AXA
Company: GoGoChart Technology Limited
Client: Emma by AXA
Project Summary:
Emma by AXA is a project that helped AXA to build up its brand image via mobile marketing. AXA launched their app called Emma by AXA, offering healthcare and insurance services to their clients. Due to Covid-19, AXA wanted to offer a free vaccination protection plan as a strategy to acquire more customers in light of the growing concern of one's health potentially being impacted by vaccinations.
AXA aimed to build a positive brand image for Emma by AXA and to gain more exposure on both app stores in order for them to attract more potential customers to install the app and generate quality leads. The desired KPIs were:
1. Increase installs and registration by 100%
2. Improve the rating to 4.0 in both iOS and Google Play Store
To achieve the goals, we utilized our App Store Optimization (ASO) services and Apple Search Ads Management (ASA) services:
- For ASO, we optimized the rating, ranking, and keywords of Emma By AXA.
- For ASA, we continued to optimize the keywords and perform A/B testing for better visibility and maximization of the installs for Emma by AXA.
Ultimately, we overachieved the KPI's to achieve outstanding results as evidenced below:
- Installs of the app increased by 250% (150% more than the KPI)
- Registrations for the app increased by 200% (100% more than the KPI)
- Rating of the app improved from 3.3 to 4.0 on Google Play Store and from 3.0 to 4.0 on iOS App Store
Background:
AXA is one of the biggest insurance companies in Hong Kong, offering a wide range of insurance solutions such as life, health, property and casualty protection etc. Due to COVID-19, more people are willing to pay more for health protection. The pandemic created a chance for insurance companies to develop a new product for those who've received the vaccine. Emma by AXA, essentially, is an all-in-one insurance and health services app. AXA wanted to give a free trial of their vaccination protection plan to the public through their mobile app in order to generate more quality leads from the campaign.
There were two main challenges while launching the campaign:
1. How to attract users to trust and download a brand new insurance app with the intention to provide personal information to redeem the offer?
- Though people rely more on Internet, they may think that it might not be trustworthy to buy new insurance via an app. People needed more comments from others to ensure that they could trust using such a new app.
2. Stand out from other competitors who offer similar products like AIA & Prudential.
- There are so many well-established insurance companies in Hong Kong and the majority of them introduced the vaccination side-effect insurance trial to attract more customers. It is tough competition in Hong Kong for insurance companies to stand out from the crowd.
Objective:
The main object of this Emma by AXA campaign was to build brand awareness on app stores and to acquire users to download and redeem the free vaccine protection offer. AXA wanted to build a positive brand image that could help gain more exposure on both app stores in order to attract more potential customers to install the app and bring quality leads.
To measure the successfulness, there were 2 desired results:
1. Increase installs and registration by 100%
2. Improve the rating to 4.0 in both iOS and Google Play Store
Execution:
App Store Optimization (ASO)
There are three ways to enhance an app's performance by using ASO – rating, raking, and keyword optimization. Ranking and keywords optimizations are a 2-in-1 service.
For the purpose of increasing the number of installs, we proposed to make the app more visible in the overall chart ranking. We focused on researching and testing the keywords for Emma by AXA with a localized subtitle and description. We tested different keywords and combinations of what keywords current users would use while searching for related apps. In addition, we conducted competitor research to optimize the content in order to poach leads that would have initially gone towards competitors. We have made Emma by AXA rank at the top with specific keywords and bring higher visibility in order to draw more installations. More installation would bring higher ratings and ranking.
Apple Search Ads Management (ASA)
Running ads on Apple Search Ads would improve the visibility in App Store The highest bidder gets the ad placed on the result page for a specific keyword. Therefore, we continued to optimize the right keywords and combination as well as A/B testing for Apple Search Ads campaign to have better visibility and maximize the installs. After researching which keywords would benefit the most, we started the execution and the bidding strategy. We spent every dollar carefully and wisely, in order to successfully bid the #1 spot. With such high visibility, there's a significant increase in the number of installations and registrations of the app.
Result:
Emma by AXA gained massive momentum and visibility in less than 2 months.
Our goal was to increase the app ranking within the insurance category and increase the installs and registration. We outperformed the goals and KPIs in all aspects:
Install of the app increased by 250% (150% more than the KPI)
Registration for the app had increased by 200% (100% more than the KPI)
Rating of the app had improved from 3.3 to 4.0 on Google Play Store and from 3.0 to 4.0 on iOS App Store
