Growing insurance visibility, trust, conversion, and social engagement around simpler customer messaging.
Taskcover Agency aligned YMYL-sensitive insurance content, search visibility, UX, brand messaging, paid media, and social coordination.
Client
FWD Insurance
Focus
Insurance
Period
12-month insurance digital growth engagement with campaign context from 2021-2023
Overview
FWD needed to improve online presence and brand recognition in Vietnam while changing how people think about insurance: less complex, more human, and easier to understand.
Client Background
FWD Insurance is an insurance group focused on simple, effective, accessible insurance. FWD entered Vietnam in 2016 and competed with longer-established brands including Bao Viet, Prudential, and Dai-ichi.
Starting point
The source notes a young brand facing stronger legacy competitors and initial targets around website traffic, top 10 keyword share, conversion, and social engagement.
Challenge
Insurance content is trust-sensitive and often complex. FWD had to increase demand without creating confusion, fear, or overpromising around financial protection.
Increase website traffic.
Grow top 10 keyword visibility.
Improve order conversion.
Increase social engagement.
Support brand campaigns including Press Play and simpler insurance messaging.
Strategy
Build clearer insurance content for life, health, accident, education, and retirement needs.
Improve search visibility while keeping messaging understandable and trust-sensitive.
Coordinate paid media and social activity around brand campaigns.
Use UX and content clarity to reduce friction in insurance exploration.
Execution
Workstream 1
Search visibility
Improved organic access and keyword coverage.
Workstream 2
Content clarity
Translated insurance concepts into simpler decision support.
Workstream 3
Paid/social coordination
Supported brand campaigns and audience engagement.
Workstream 4
UX support
Improved digital paths from awareness to action.
Services Delivered
- Technical SEO
- Search access and site performance support.
- Content Marketing
- Trust-sensitive insurance content and campaign support.
- PPC Management
- Paid media coordination.
- Social Media
- Campaign engagement and message distribution.
Results
- After 12 months, website traffic reached 1,140,000.
- 70% of keywords were in top 10 search results.
- Order conversion reached 0.8%.
- Social engagement reached 15,000 per post.
- Campaigns supported Press Play, Sống đầy cùng FWD Bảo hiểm dễ hiểu, and COVID-19 support communications.
Key Metrics
Website traffic
1,140,000
Published source result for website traffic.
Keywords in top 10
70%
Published source result for top 10 keyword visibility.
Order conversion
0.8%
Published source result for order conversion.
Social engagement
15,000/post
Published source result for social engagement per post.
Visual Gallery
Verified case study
Key Learning
Insurance search growth depends on clarity and trust: users need understandable language, proof, and low-friction paths before they will consider conversion.
Related services
Related industries
Related markets
Make trust-sensitive search easier to understand.
Taskcover can review content clarity, search visibility, UX, and conversion paths for regulated or trust-heavy categories.