Avalon Funeral Plans

A social media campaign with a focus on trust.
🙌 Shortlisted for Best Social Media Campaign at the Northern Marketing Awards 2019 🙌

Avalon Funeral Plans
1.

Background

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. 

Quick Facts...

  • Engagement

    create and manage highly engaging adverts on Facebook.
  • Cost-effective leads

    To generate a high volume of cost-effective leads for the UK and EU markets.
  • Visability

    Increase the visibility of the Avalon funeral brand across these core regions.
2.

Our solution

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.

Putting the focus on trust

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.

3.

Creative

The campaign creative is largely photography led. In the absence of bespoke photography, a big part of our creative team’s input to the project was sourcing appropriate stock, that reflects our audiences attitudes to enjoy life and live in the moment. Unlike their competitors, Avalon wanted to steer away from tired, depressing photography that seemed to inspire action in it’s audience through scaremongering. 

4.

Results

This campaign has risen to the challenge of promoting a difficult subject matter and has set the bar high for marketing campaigns in this industry moving forward. Leaving the tired, bland creative of their competitors behind, the campaign has truly solidified Avalon as a market leader and as a well-known name among their target audience, reaching across both the UK and Europe. 

Our Facebook campaign leads are responsible for a significant percentage of paid media EU marketing sales since we began working 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.

Clicky has successfully undertaken the difficult task of presenting the positivity of later life planning, whilst staying on message commercially with the features and benefits of our services which has driven a crucial volume of sales to our business.

Chris Jones, Marketing Manager - The Avalon Trustee Company

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