What The Duck makes CSS agencies visible on social media
CSS Insurance is focusing on local visibility: Together with the Zurich-based social media agency What The Duck, a concept was developed that enables 100 local CSS agencies to produce their own social media content with a consistent look and feel. A pilot project involving six agencies successfully demonstrated the proof of concept.
The CSS Group insures around 1.7 million people and is one of Switzerland's leading health, accident and non-life insurers. With around 100 agencies and around 3,000 employees, CSS is close to its clients throughout Switzerland. To help local people get to know their local agencies even better, the respective agencies should present themselves as they are on their own social channels LinkedIn and Instagram: competent, likeable and approachable.
To ensure this, CSS brought the Zurich-based social media agency What The Duck on board to implement the proof of concept in a pilot project with six local agencies. The major challenge was to retain the branding and tonality of CSS, to work out the local characteristics of the respective agencies and yet to create recognizable formats that are clearly CSS.
Creative formats with format
After What The Duck prevailed in a pond of competitors, strategy and goals were defined and fine-tuned in joint social media workshops. Building on this, CSS and the ducks developed formats in the coworking space that were both creative and easy to implement. This is because the formats are to be produced by the respective local agencies themselves and filled with local content.
To ensure this, the employees of the local agencies were briefed by the digital marketing team and What The Duck in a final workshop, provided with templates for posts and moving images and equipped with gimbals, ring lights and the like.
Local content with high quality
"In the past, local CSS agencies were mainly able to communicate via local sponsorship activities. Now they can show their face on social media and win people over with approachable and informative content," says Matthias Koller, Managing Director of What The Duck. The Zurich-based social media agency is supporting CSS and the local agencies throughout the rest of the process - so that the content can have an impact locally and CSS is perceived as the local healthcare partner.
Responsible at CSS: Siu-Phung Lam (Online Marketing Manager), Luca Arnold (Communications Specialist), Marcel Engelberger (Head Digital Marketing & E-Business). Responsible at What The Duck: Sarina Russi (Social Media Consultant), Franz Neugebauer (Senior Copywriter), Antonia Lattarulo (Head of Performance Marketing), Maria Alcover (Motion Designer), Matthias Koller (overall responsibility).
