South African middle class is experiencing a boom and this social dynamic means that a whole new group of consumers are being exposed to products and services such as household insurance that were out of reach before. Branded content plays a key role in this situation, educating while entertaining. The Good House by Hollard created a really approachable way to relate to an insurance company for a whole new group of consumers.

1:Created a Facebook page for the house that our fictional family lived in. We set up 22 different business pages, representing family's possessions. The possessions then shared photos and comments to The Good House Facebook page.

2: We used these shares and posts to build a story about the house, which unfolded over 2 months and 24 posts.

3: We drove traffic to each real-time installment with promoted posts - individual cartoons that worked as stand-alone communications. These gave the consumer the option of clicking through to The Good House Page, where they could explore all the content and opt in to follow the whole story.

4: Shared the content on Hollard’s social platforms.

Reach 2 016 788 (mass middle class awareness)

Engagement rate: 2.06% engaged (almost double the category average)

Lead Generation: increase of 3.31% to 4.38% on car and home related insurance

products during campaign period

Cost: 0.11c per engagement (USD).

Search: 18% growth in organic search

100+ active followers of The Good House page per post, and averaged around 1300 likes

per post.

Through shares, likes and comments we appeared in the news feeds of ordinary South Africans and research tells us that friends and family are the most powerful advocates when choosing insurance.