Direct Line: #DirectFix

This case study shows how Direct Line, an insurance company, increased its sales using a social media direct-response campaign in the UK.

Direct Line: #DirectFix

Campaign details

Brand: Direct LineBrand owner: Direct Line GroupLead agency: Unity, MediacomContributing agencies: Saatchi & SaatchiCountry: United KingdomIndustry: InsuranceChannels used: Internet - microsites, Public relations, Social mediaMedia budget: 500k - 1 million

Executive Summary

This is the story of how UK insurer Direct Line, a brand with no social media presence to speak of, defied the financial services sector normi to become an industry leader on social media.

Following its heyday in the Eighties, when Direct Line championed a then-unique...

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