Download Case Study MSN Latino helps insurer reach Hispanic audience

Case Study
MSN Latino helps insurer reach Hispanic audience
Challenge: Raising brand awareness among
U.S. Hispanic consumers
Hispanics are a coveted demographic for insurers. Nearly 50
Million Latinos in the US wield growing buying power and
represent an increasingly important consumer segment in a
post-recession economy.1
One of the nation’s largest insurers wanted to tap into this
valuable audience to drive brand growth. However, it faced fierce
competition from other insurance companies, all aggressively
vying for the attention of this key demographic.
With the Hispanic internet audience growing fast and outpacing
the general online population in the U.S. by 50%,2 the insurance
company wanted a partner that could drive a creative, digital
campaign that would rise above the marketing noise and resonate
with Hispanics. The insurer turned to Microsoft Advertising to help
connect its brand with this growing community in a space where
they actively consume information and engage with friends
and family.
Solution: Educating Hispanics with relevant,
expert content
To meet the advertiser’s goals, Microsoft Advertising launched a
Spanish-language website on MSN Latino. Dubbed “Creando
un Futuro Brillante” (Creating a Bright Future) and hosted by
well-known Hispanic personal finance columnist Elianne
Gonzalez, the MSN Latino site offers Spanish-speaking consumers
an opportunity to ask specific questions about personal finances,
as well as provides expert articles on personal finance topics.
Latinos represent an increasingly
important consumer segment
for marketers. In the US, over
50 million Latinos wield buying
power that has grown into the
trillions.
1. Latino Consumers: Demographic Patterns and Spending Trends among Hispanic Americans, 8th Edition.
2. comScore, Cited from press release, U.S. Hispanic Internet Audience Growth Outpaces Total U.S. Online Population by 50 Percent, April 16, 2009.
Serving as a resource where Hispanics can educate
themselves on the options and benefits of insurance
coverage, the interactive website also offers tips for
saving money, financial tools, community discussions,
videos, news coverage, and other authoritative content.
A Facebook “Like” button allows visitors to share the
content with their friends, extending the reach of
the campaign.
Once consumers are armed with the information they
need, the MSN Latino site has additional tools that
enable them to take the next step towards a purchase,
such as comparing coverage and costs, connecting
with local agents in their area or assisting with securing
appropriate coverage.
Results: Increasing brand awareness drives
insurance purchases
The MSN Latino site attracted a prime audience through
rich and engaging content, enabling the insurance
advertiser to increase online brand exposure and
cultivate connections that drove insurance purchases.
Exposing users to the MSN Latino campaign was
effective in increasing key brand metrics for the
insurance company.
+200%
unaided brand awareness
+208%
message association
+84%
brand favorability
Conclusion: Increasing brand metrics with
engaging content
Microsoft Advertising offered the insurer an innovative
way to showcase its brand while educating consumers in
their dominant language: Spanish. By combining
MSN Latino’s reach with relevant, interactive and
compelling content, the insurer connected with
and engaged Hispanics—and that led to sales.
There’s more to the story. Be sure to visit the Microsoft
Advertising website or get in touch with a Microsoft
Advertising sales rep to learn more about how our team
can help you meet your online marketing goals.
Methodology
Microsoft Advertising worked with IPSOS OTX to
implement a control/exposed panel study. The Exposed
group (n=200) was shown the branded content site and
asked to view it as they normally would. The control
group (n= 200) was not exposed to a website.
+65%
brand consideration
+65%
likelihood to recommend
Consumers exposed to the site were 59% more likely
to seek more information and 32% more likely to get
a quote from the insurance company.
This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
© 2012 Microsoft Corporation. All rights reserved.
Microsoft and MSN are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.
The names of actual companies and products mentioned herein may be the trademarks of their respective owners.