Endless generation of campaign materials
Length
2 min. readtime
Date
11 January 2025
Loyalis is a specialist in the field of income and security. Since 2002, this income insurer has been working with employers to provide complementary income next to social schemes from the government, collective labour agreements and pension funds. A Loyalis customer will never get lost in the complex world of social security. Employees are supported in protecting their income in case of unexpected events and in staying healthy at work. Employers can rely on help, advice and tailored solutions for all HR challenges and complex issues. Loyalis is part of the insurance company a.s.r.
Creating 70,000 unique campaign assets
Loyalis was preparing a major campaign for 650 municipalities, enabling them to reach all their employees. These municipalities could choose between 3 different campaign periods, 2 target groups and 18 communication channels. Add to that 10 different file types in 2 variants, plus the desire for personalisation and you end up needing 70,000 unique deliverables. A considerable challenge. Loyalis asked Zuiderlicht to come up with a smart solution.
Automation through a clever tool
Automating the production process quickly emerged as the best option. This sparked the idea of a generator that produces documents on the fly. Our experience with automatically generating files from websites and building complex online tools gave Loyalis enough confidence to give the green light for a proof-of-concept (POC) to test the idea’s feasibility.
Developing such a POC helps identify challenges early and explore solutions. In this case, we tackled questions such as: “How do you instruct with code where a word can break off and when a sentence should move to the next line?” After solving all obstacles, we proceeded with building the generator, which was eventually used in two ways: Zuiderlicht generated the bulk, and Loyalis was given the option to create additional documents whenever needed.
“The personalised campaign approach led to 25% more website visitors and more insurance policies concluded.”
Highly successful campaigns
The primary campaign goal for Loyalis is to reach as many people as possible with personalised communication materials. Thanks to the generator, the marketing team is now able to offer and execute large-scale campaigns with both freedom and confidence. And the results so far have been positive. In the same period, 300 employers launched a campaign, resulting in more website visitors and more insurance policies concluded than ever achieved within a quarter.
Isabelle Beuken from the Loyalis marketing & communication team explains:
“Based on the campaign materials generated so far, we have saved around 1,750 hours of manual work. Of course, developing the generator required a significant investment of time and effort, but that is nothing compared to the benefits. The first steps towards further development have already been taken. For example, we can now generate targeted campaign materials for multiple employers and target groups. The time saved allows our content specialists to focus on bespoke work. Looking ahead, we want to integrate the tool even further into our campaign approach and make greater use of the data for analysis purposes.”
