Avalon Funeral Plans are the UK’s most trusted funeral plan provider who offers a range of prepaid plans to help beat the rising costs of funerals whilst giving their customers peace of mind for their families and loved ones so they are remembered how they want to be.
We have been working with Avalon since April 2019 to support with their social media campaigns to increased visibility of the Avalon brand both within the UK and Europe.
An important factor during campaign set up is the importance of audience insights. To ensure this wasn’t overlooked we utilised Hitwise data alongside Facebook and Google analytics for extensive competitor analysis which enabled us to plan highly effective, strategic audiences.
As a result, we have developed a range of audiences for each of the campaigns that question the stereotypical targeting of the ‘over 50s’ market. We recognised the significance of the sensitive subject matter and wanted to avoid scaremongering what is a somewhat vulnerable audience. Instead, we have created a personality for the Avalon brand and evolved the subject matter into an informative, engaging concept. Each audience set has tailored ad copy and creative to ensure that they resonate with the brand and our messaging.
Public perception of pre-paid funeral plans has been tainted by the emergence of untrustworthy providers who have taken advantage of what is currently an industry with limited regulation. As a result, a key message across our campaigns was to focus on establishing consumer trust by highlighting positive reviews and experiences from some of the 70,000 families who have planned with Avalon.
We have achieved a lead CPA
91.5%below our EU target.
We reduced CPA by
77.5%in the UK market.
Within 2 months of working with us, we generated a
60%uplift in EU conversions.