What 20-something thinks about insurance? Not many. After being bombarded with credit cards, school loans, college expenses and struggling to find a new career, most young people don’t even consider medical insurance unless they’re on their parents’ plan. HCC Medical Insurance knew that this was the target audience they wanted, but how could they possibly appeal to that age group? Simple. They called to our sense of adventure.
HCC knew that regular medical insurance wasn’t something that would interest a 23-year-old. So, using the fact that they sell travel insurance, HCC focused on the desire for adventure. Backpacking through foreign countries, skiing, snowboarding, strange food…all of these things invite injury and/or sickness. Unless the kid is rich, he or she is gonna need some insurance so they don’t end up working as a maid/stable boy for the next 3 years to pay off a medical bill.
Using social media in its campaign, HCC incorporated videos, graphics and articles about things that young people would to travel safely, like what to pack and how to make sure you’re ready. The results were staggering, giving the company a 96% sales increase.
Most people like to see Facebook and Twitter as a way to keep in touch with friends and share your life with others. However, more and more businesses are realizing that social media is the key to really connecting with their customers. This is the direct link between opinions and actions. People like being listened to, and this is way of allowing that to happen. Social media is definitely a key player in the future of the business world.
