About CM

With its 4,5 million members, CM (Christelijke Mutualiteit) is the largest health insurer in Belgium. Core values are solidarity, respect for each person and care for those most vulnerable.

The Goal

We were brought in to manage the digital part of CM’s omni-channel brand image campaign of 2015. Besides managing the entire operation, the challenge would be to provide them strong insights, such as the campaign’s impact on CM’s brand image.

CM.be Skoebidoe campaign banners

 

Our Translation of The Goal

Going by its definition, brand image is a qualitative metric, which is generally measured by (often expensive) market research. Defining an accurate set of KPI’s to measure brand image is therefore truly challenging. CM actually has a third party to do research on its brand image every other year. Nonetheless, we wanted to come up with a complementary, cheaper and more reliable method to research CM’s brand image in real-time.

Thus, we chose a set of metrics that would give us a strong indication of the evolution of CM’s brand image and brand awareness. If these metrics would be on the rise, so would the brand awareness be.

Secondly, we wouldn’t be BossData if we hadn’t identified and installed a series of secondary goals, which would give us a good indication of the performance of each channel.

  • Find new ways to transform a qualitative KPI into quantitative data
  • Define a set of quantitative metrics for brand awareness
  • Define additional goals to manage campaigns based on data

Metrics we measured

  • Direct Traffic: an increase in direct and organic traffic would implicate an increase in brand awareness.
  • Customer Loyalty: a percentual increase in first time visitors in proportion to loyal visitors during and after the campaign would implicate an increase in brand awareness.
  • Want to know the other metrics?: We have more metrics and information at your disposal. Let’s have a coffee together and we’ll tell everything about it.

From Goal To Action

We went all out – search, display, video, remarketing, and social, around CM’s main themes. Based on the goals we defined, we were able to steer the campaigns in the right direction, allowing for optimal budget allocation.

Thanks to our advanced reporting, we could deliver a clear overview of each channel at every given moment. This meant that some channels – based on their individual performance – got the axe halfway through the campaign, while others got more budget.

One hurdle regarding this campaign is the fact that we couldn’t compare the evolution of branded search traffic in time, given the way the paid search was structured before we came in. But then again, we wouldn’t be BossData if we didn’t want to go that extra mile. We structured the campaign properly and we will be able to compare these results in the near future. This will give us an even better insight in the way CM’s brand image evolves. Not only towards and during the second wave of the campaign in November 2015, but also after that.

  • Launch search, display, remarketing, and social campaigns
  • Discover the most optimal budget allocation
  • Steer campaigns based on our advanced reporting tool
  • Structure campaigns to allow analysis of trends

 

Results

Beside a significant amount of value created by goal conversions, we measured a shift in visitor behavior on the website. We actually saw an increase in direct traffic, plus a relative increase in the group of visitors who visited more than once a month during and after the first campaign wave.

We can conclude that we have created a complementary, cheaper and reliable way to do research on CM’s brand image – as we were able to collect data of 532 times more people that were surveyed by the third party, and could gain insights on the go while the campaigns were still running.

  • +8% increase in direct traffic
  • +20% new visitors
  • +15% increase in visitor loyalty

 

What’s Next?

In the next wave, we’ll be able to look at a trend in the volume of searches with the brand name in it. This will form an important indication of the actual performance of the brand campaign.

Another step would be to implement Google’s Brand Lift. This is a brand new tool developed by Google to measure the actual impact of your campaign on brand awareness, ad recall and brand interest.

At last we would like to stress out that our brand image KPIs and the market research are rather complementary, at least for now. Carrying out both for the next period of time allows us to evaluate our method, and compare findings and conclusions.