AMI Insurance

AMI Insurance had staked its brand on ‘kindness’ and our content strategy had a clear goal: bring to life AMI’s promise of being New Zealand’s kindest insurer.

We built a strategy around the content brand ‘The Kindest Ways’, an approach grounded in honesty, community and compassion, and a platform to demonstrate how kindness can be a way of life for all Kiwis.

This differentiation is especially critical in a mature market like New Zealand with over 100 insurance brands for a population of just 5 million.

The content brand was validated by insights about the audience and the content they were asking for from a leading insurer like AMI.

Our blend of qualitative and quantitative research brought together the best insights and audience intelligence using our unique ‘content demand research’ approach.

Since the strategy’s implementation in late 2019, we’ve partnered with AMI to produce content that has resulted in some of the brand’s most engaged social media posts ever.

• Video and image posts informed by ‘The Kindest Ways’ content brand have delivered, on average, a 67% increase in average engagement when compared with the rest of AMI’s top 12 posts.
• Average engagement rate of 7.92% for ‘The Kindest Ways’ content on Facebook, almost doubling the New Zealand national average engagement rate for Facebook posts of 4.16% (according to the Hootsuite/We Are Social Digital 2019 report).