Sheilas’ Wheels

TONE OF VOICE DEVELOPMENT

SEO OVER 70s DRIVERS

STORYBOARD DEVELOPMENT FOR VIDEO
SOCIAL MEDIA VIDEO

FACEBOOK INFOGRAPHIC — PART OF VIDEO CAMPAIGN

TRAVEL EMAIL — PART OF VIDEO CAMPAIGN

Sheilas’ Wheels is part of the esure Group, which includes esure and First Alternative. Its goals are to increase in-force policies and customer satisfaction.

Tone of voice

When I first joined there was no tone of voice in place for the brand so I worked with key stakeholders across the business to write a tone of voice that was consistent with the brand’s values.

SEO Strategy — over 70s drivers

To compete with other insurers Sheilas’ Wheels needed an SEO strategy so it could rank for popular search terms. The strategy focussed on long-tailed keywords, which were easier to compete for. The over 70s car insurance page was one of the best performing pages in terms of traffic, quotes, and sales. Because the SEO strategy was the same as esure, each page had to be written in two completely different ways.

Brand awareness — video

The purpose of the video was to promote Sheilas’ Wheels, and change the perception of it being a female only brand. The focus was on mums, as we wanted to associate Sheilas’ Wheels with being a family-friendly insurer.

I co-wrote the song with the production company and before filming I drew up the storyboard.

The video reached over 390 thousand views on YouTube.

Emails and social media — video

In the run up to the video’s release, a teaser email was sent out to our entire existing customer base. Competitions were then held on the Sheilas’ Wheels Facebook page – I wrote all the posts and another member of the team responded to the comments. Cross-selling during this period also had a family theme.

Copywriter

  • Triggered emails
  • IVR
  • Story boarding
  • Concept development
  • SEM — PPC, SEO
  • CRM — emails, travel blogs
  • Social Media — carousel adverts, infographics, content planning