Wecoya Case Study: Market Entry in B2E

We cover your assets — with tailor-made insurance coverage for individual needs. This philosophy of the newly founded insurance agent WECOYA UNDERWRITING GmbH It was necessary to reflect branding campaigns in an employer and increase awareness of the employer brand accordingly.

To increase awareness of the employer brand, promotional videos were distributed via various channels such as Display, YouTube, Instagram, TikTok and LinkedIn. In order to minimize wastage and create the highest possible relevance for the addressees, segmented targeting between “experienced professionals and specialists” and “trainees and career starters” was used. The individual approach to the target group and how to address them also reflects the company's philosophy, which has already been mentioned. In order to create the highest possible relevance, advertising material was distributed exclusively within a radius of 50 km around the WECOYA locations in Hamburg, Erfurt and Vienna.

The branding approach of separating professionals from career starters in advertising has achieved very good results. In addition to a high YouTube VTR, a high TikTok CTR could also be achieved. It should be particularly emphasized here that, despite the advertising material that is untypical for TikTok, a very strong performance was achieved, which speaks for first-class targeting of the advertising-relevant target group. The display area also showed significantly higher viewability compared to the benchmark.