National Accident Helpline
The repercussions of an accident go far beyond physical injuries
Killer content – and it’s no accident
Nurturing and developing an engaged social audience in a sensitive industry
Round I - The Brief
National Accident Helpline are the UK's leading provider of personal injury advice, services, and support, hoping to expose the life-changing impact of accidental injuries.
The brand were on the hunt for a fresh approach to their social media and content marketing. The aim: to engage existing followers and build an active community.
In came Brawl, brought on as a retained content agency, we provided a comprehensive offering, including content strategy, community management, asset production and campaign promotion.
Round II - The Brawl
We began by creating annual marketing plans, focusing on improving brand awareness and sentiment on social and in the press. This meant developing a sharp understanding of the audience; having sensitivity to the emotional nature of the content and appreciation of their relationship with the brand.
We delivered a diverse mixture of business as usual and campaign-based content, administered at multiple touchpoints throughout the customer journey. Creating a complete and evolving suite of bespoke content that was caring, compassionate and engaging. This included:
Filmed case studies
Interviews with experts, psychologists and TV GPs
Round III - K.O.
The outcome? A total knockout. The brand saw significant audience growth, increased share of voice, record levels of engagement and became the most engaging brand in its sector across social media.
223% increase in year-on-year social engagement across Facebook, Twitter, and LinkedIn
49% increase in year-on-year site referrals from social sources
79% increase in average session duration on the website
154% increase in goal conversion rate