Bupa CMO on building engagement, not just content

Rachael Micallef
By Rachael Micallef | 12 August 2016
John Moore

Bupa built its Blue Room content hub with the customer front and centre, but CMO John Moore says just creating content isn't enough to build engagement.

Moore was speaking at ADMA's Global Forum on Blue Room, Bupa's dedicated health hub designed to boost engagement with audiences.

He says the challenge is that “no one frankly cares” about brands which is the reason so many companies are looking at boost engagement by creating content for audiences.

But Moore says just having a place for content to go isn't enough to build a relationship with audiences.

“Frankly, that isn't engagement,” Moore says. “Building a lovely location like Blue Room and putting in some lovely content makes people feel warm and fuzzy inside an organisation, but the key thing in all of this is we actually want to engage with current and future customers. Having a destination is an important part of the funnel, but it's not the whole piece.”

He says key to what Bupa does to bring content to life is activations, and it has several rules in place to guide the types of activations it works on.

“It has to matter – and that's not matter to Bupa, but matter to the people we are talking to,” Moore says.

“It also has to be emotional. If it's not it's just not worth it because you're not going to remember it.

“It's just so important because for our brand you're trusting us, you're relying on us to support you. So for us there is a real need to emotionally connect with us.

“And finally, we amplify it.”

Moore used the launch of its The Night Watchman campaign as an example of going through this process.

The campaign promoted its content page, 'The First 100 Days', part of Blue Room, which aims to help guide mothers through the first 100 days of having a baby.

The campaign targeted males and urged them to help the women in their lives, by featuring Australian cricket players such as Brad Haddin, Shane Watson and Nathan Lyon speaking of the experience of having children.

The campaign rolled out in the early months of 2016 when cricket was playing.

“We sponsor Cricket Australia and we don’t focus on having our logo on their uniforms as much,” Moore says. “What we wanted was access to players to help us amplify our content.”

The resulting campaign saw 90 pieces of content released, 600,000 views of campaign-related videos and 18,000 visits to a dedicated Night Watchmen quiz. It also resulted in 200,000 page views to the Blue Room and 100,000 unique visitors with an average of 1.9 minutes spent on page.

In addition, it produced 220,000 opportunities for retargeting.

“That's the other piece we sometimes forget about,” Moore says. “In its purest sense this does not drive sales. But in its broadest sense this gives us the opportunity to drive sales.

“Realistically for us that's what we're trying to do through all of this - to set up a relationship with our customers and potential customers.”


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