Challenge
After months of using two agencies for marketing tasks (PPC, SEO, social, and more), Allianz’s Czech branch was feeling the strain of extra coordination. Time wasn’t being used effectively, work was becoming routine, and the agencies weren’t as flexible as Allianz would have liked. Given the length of the cooperation, Allianz felt it was time to see how their agencies stacked up in the competitive market by preparing a tender. It set out to find a single organization for all its marketing tasks- one that could work effectively, and breathe new life into work that was becoming mundane. In the tender that followed, Blueberry was selected as up to the task.
Solution
As Allianz and Blueberry started working together, new processes had to be established. Weekly in-person status meetings were set up and a yearly success fee formed the backbone of the collaboration. The first year focused on increasing travel and car insurance conversions. Smaller projects involved various PPC, RTB, SEO, and analytics tasks, as well as Facebook campaigns. Collaborating like clockwork Blueberry was able to accomodate Allianz’s need for greater flexibility and a human approach. When a task needed to be done quickly, the necessary amount of time would be allocated to ensure this. And as a full-service agency, Blueberry could provide services outside the realm of marketing, such as graphic design, when it was needed, and frequent communication kept things in check. As a result, Blueberry became a valued partner, and has been both consulting for Allianz on marketing issues and taking part in strategic discussions.
Results
Celebrating the numbers Blueberry was able to cover all of Allianz’s marketing needs, as well as have a more flexible, human approach that was previously missing. This translated to concrete numbers. In the first year of working together, Blueberry: Reached the highest possible bonus allowed by the success fee, raising conversions by 33% Increased car and travel insurance sales by 43% through PPC activities Increased return on ad spend by 19%
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