AON
In uncertain times, content matters.
CHALLENGE
Legislative change, care delivery and rising costs all put pressure on business decision makers to rethink their employee health benefits. Simple Truth saw these challenges as an opportunity for Aon to reestablish its thought leadership position and become the strategic partner that could help employers navigate change with greater confidence.
SOLUTION
We developed Aon’s first integrated lead-gen ad campaign to reach key decision makers through digital advertising, social media, search, affiliate marketing, emails and a microsite. Our content strategy positioned Aon as more than a provider of products, but as a go-to expert on how to stay ahead of the rapidly changing healthcare landscape.
RESULTS
— 80% engagement from their top 125 national prospects
— 100,000+ microsite page views in first three months
— Up to 25% click-to-MQL conversion across channels
Paid digital and print in high-traffic environments helped Chief Human Resource Officers (CHROs) see Aon as a responsive partner in navigating change. The multi-tiered campaign drove CHROs to a landing page we designed as a curated space with easy-to-find information.
Within Aon, we created an on-demand task force of Subject Matter Experts to provide responses to daily events that we quickly turned into email alerts. We leveraged existing Aon reports and added new topics to develop content that addressed efforts to reshape healthcare in response to changing legislation.
A flowing hexagon pattern across the campaign represented Aon as a partner who guided employers to build and shape the right solutions in an ever-changing landscape.