CHERRISK: More than 26 million clicks only one and a half years after the product launch
There are numerous insurance providers on the market – but CHERRISK is unlike any other. The Hungarian start-up offers uncomplicated and flexible coverage via its online insurance platform – Customers can take out insurance with only a few clicks and the coverage can be cancelled at any time. In addition, CHERRISK also supports charitable organisations. PIO supported the start-up during its launch and generated attention across all channels with an integrated cross-media communication campaign.
David versus Goliath in the saturated insurance market
The insurance market in Germany is largely saturated. Large insurance companies dominate the market. This makes it more difficult to position a new brand in this competitive field. This was precisely the task facing PIO. We were asked to launch a broad-based marketing campaign to appeal to a young, digitally savvy target group and convince them of the benefits of insurance.
The communication strategy had to be clever: How do you position an unknown start-up against established market giants? How do you reach people who usually find insurance just boring?
Cross-media measures for maximum reach
Our work focused primarily on the area where a young, digitally savvy target group spends its time: online. Our goal was to position CHERRISK as an independent digital insurance platform in the market and increase its visibility. This included providing CHERRISK with strategic consulting, analyzing suitable communication channels, and planning targeted campaign measures.
In addition to our press work, we created informative and entertaining website content that further strengthened the online presence. We also produced a commercial for CHERRISK home insurance. With tailored influencer campaigns on Instagram, YouTube, Facebook, and TikTok, we generated buzz on social media.
PIO also localized and managed a brand awareness campaign for the German-speaking market to promote the new travel and home insurance. Using funny and quirky creatives, the campaign demonstrated in 20 different situations that difficult moments can be made easier in various ways – but the best solution is and remains CHERRISK insurance.
To spread the word, we coordinated an out-of-home campaign in the six largest German cities (Berlin, Munich, Cologne, Düsseldorf, Frankfurt a. M. and Hamburg), primarily in airports and on public transportation, as well as an ATV campaign throughout Germany.
Measurable success
Our work resulted in content that was read, viewed, and shared thousands of times. The blog articles alone generated more than 140,000 clicks in one year. Thanks to our intensive target group analysis, we identified suitable influencers on Instagram, YouTube, TikTok, and Twitch and achieved nearly 26.3 million views.
Our media work was also impressive across the board. With press releases and targeted media outreach, we achieved 132 publications in German media. Since the start of the collaboration, CHERRISK has also improved its Google ranking. While there were only a few articles in the top 100 Google ranking at the start of the project, we were able to significantly increase these numbers a year later thanks to the online magazine.
The awareness campaign around the launch achieved a total of more than 300 million impressions via posters and spots in airports and reached almost 60 million contacts throughout Germany via large-scale advertising. Through ATV measures, we were also able to record over 2.4 million unique devices throughout Germany.
The OOH measures of the awareness campaign achieved more than 370 million eye contacts
Over 26.3 million views through targeted audience engagement via influencers
132 publications in German media
