EU Search Awards 2016 winning case study by DigitalLBi Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Chapter 10 - Paid advertising
Case Study Chapter 10: BUPA Global LATAM
A successful paid advertising campaign in Latin America to expand Bupa’s Digital presence
Overview
In 2014, Bupa, in conjunction with a global marketing company, launched a successful paid
advertising campaign in Latin America to expand Bupa’s Digital presence in order to reach their
target market and achieve more qualified leads (online quotes) that the Sales Center could
transform into sales (increased leads to conversion rate).
Because creativitywasatthe heart of the returnon investment(ROI) strategy, the digital marketing
teamwere alwayswhere theircustomerswere,deliveringthe rightmessage, at the right time. They
used"professional"channelssuchas LinkedIn, with an innovative approach, where they identified
new needs from their target audience, such as maternity.
To Expand Bupa’s digital presence, after the first pilot campaign in Mexico in 2014, the team used
new performance channels to reach the ‘Globalista’ target audience:
● Globalistas: People (more than 66% are men), 40 years old or older, with a high net worth
and prestigious jobs (CEOs, Managers, Directors). They travel frequently for work and for
pleasure and search for a complete health insurance package (the best).
To achieve campaign target, DigitasLBi were selected as Bupa’s chosen digital marketing campaign
partner.
Implementation
To reach Globalista users, a multichannel strategy was developed in five new countries: Panamá,
Ecuador, DominicanRepublic, Chile, Bolivia and Mexico. Every channel employed was selected for
theirsegmentationabilities and connection to the target. PPC was maintained as the channel with
the highest investment due to excellent results in the previous year.

2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
A new mobile responsive landing page developed in 2015, allowed Bupa to launch all campaigns
across all devices. A breakdown of each individual campaign channel is provided below:
PPC AdWords & Bing campaigns
1. Biddingforbrand& non-brandkeywords(withagreaterbudgetallottedtonon-brandterms
because the brand was not well-known in these new markets): New segments by age (40
years and older), incremental bids by gender (30% more for men), and geographic
segmentation,not only in terms of country but also by cities / districts with high net worth
inhabitants, were also added. (See Mexico D.F segmentation in ‘Further Information’.)
2. Strongmobile strategy:developingspecificmobile ads (fewer characters and a stronger call
to action) + including call extensions.
3. CurrentBupa client’sdatabase (email addresses): Allowed Bupa to focus even more on the
target by setting Customer Match campaigns based upon current clients. Customer lists
were used to segment Gmail Ad campaigns by country to promote the specific products
available in each market. (See Panama Gmail Ads creative in ‘Further Information’.)
4. The customer match list was also used to avoid current customers in the brand campaigns
and to avoid the use of the call center as a focal point for customer service requests.
Facebook Ads Campaign
1. Look-a-like audiences with Facebook, using Bupa Clients Database (email addresses).
2. Segmented by interests Luxury and also by country.
LinkedIn
In orderto be relevantforthe user,an ambitiousLinkedInstrategywasdeveloped, launching InMail
Campaignsbycountry,targetedto userswithjobssimilartothe targetaudience (CEOs&Managers).
Prospectswere thenmatchedwithBupa’sSalesExecutivesLinkedInprofiles. This meant Bupa could
personally attend to these prospects and offer the possibility of an online quote.
Freespee & Livechat
Thanks to both the new tools that were used in cooperation with Bupa’s Sales Center, Bupa were
able to optimize campaigns more quickly and accurately:
● FreeSpee: Allows for the identification of prospect calls from PPC Campaigns (Call
Extensions) and how many were transformed into a sales or opportunities. FreeSpee was
alsousedto analyze prospectqualityandpropose changesorenhancements,including new
keywords or negative keywords based upon conversations. This added new interests to
campaigns(especiallyinFacebookAds) leadingtothe modificationof the Welcomemessage
to be more effective in the transition from lead to sale.
● Livechat:AswithFreeSpee,thistool allowed Bupa to access every chat conversation on the
landing page between visitors and Bupa’s Sales Team, identifying which ones came from

3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
PPC,Gmail Ads,FacebookandLinkedincampaigns. It even allowed for the identification of
valuable market research insights for the campaigns.
For example, Bupa were able to determine that maternity coverage was one of the top
requests by users interested in purchasing a policy, so a specific campaign in Facebook
aimedexclusivelyatfamiliesandmotherswaslaunched.(See creatives example in ‘Further
Information’.)
Results
● PPC results Year on Year (YoY) comparison:
o 5 New countries
o +366% traffic (clicks)
o +161% CTR
o +493% Leads
o -5% CPC
o -30% CPL
● Facebook:
o New channel generating 21% of total leads
o Increased fan database (Bupa Global)
● Linkedin:
o New channel generating 8% of total leads (very high quality: over 64% converted to
sale)
o 46% Open Rate InMails
● And the Best result of all:
o Bupa Grew +49% in revenue YoY
o Bupa Managed +39% New Insurance Policies YoY
o Bupa gained +39% new clients YoY
o +300% new sales executives were hired to absorb all Leads generated by Media
Campaigns.
The strategywas a success.Bupa achievedthe Global Leadtargetfor2015 and improvedleadquality
Year on Year (YoY).Brandpresence wasincreasedinLatinAmericaandachievedqualifiedleadsfrom
their target Globalista audience.
Bupa learned that LinkedIn is an excellent channel for the Globalista target audience, and will be
tryingnewformatswithinthisnetworkin2016. Also,CustomerMatch onGmail Ads and Look-a-Like
inFacebookhave provedtobe reliable segmentation techniques and have better conversion rates
than traditional campaigns on those channels.

4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
Further Information
Winner of Best PPC campaign in the European Search Awards 2016.
● Bupa Landing Pages (examples):
○ http://www.bupasalud.com/mexico/
○ http://www.bupasalud.com.pa/
● In text references - see case study additional material
○ Mexico D.F Segmentation -
○ Panama Gmail Ads Creative -
○ Creatives Example –
See http://www.slideshare.net/JemssJemss/ch-10-supporting-materials-bupa-global-digitaslbi
● Video URL: https://vimeo.com/159501847
Frank Rivera- Head of Directacquisitions,StrategyPlanningandDevelopment, BUPA Global
LATAM:
“I've been working with DigitasLBi Spain for a year and during that time they have proven
that they are digital experts. The team really understands our brand's objectives - they
continuously striveto improveour onlinemarketing resultsand go the extra mile in research,
client service and analysis.
We started with a PPC campaign in one market and based on the excellent results achieved,
we expanded to additional channels and markets. With an 493% increase Y-o-Y in PPC leads
and almost 500 leads in our performance campaigns, I am very pleased with what we have
accomplished together.
These guys are the search and performance partners you want by your side.”
Discussion Questions
1. What are the innovative factors that made this paid campaign succeed?
2. What other paid advertising methods would you consider using for the same audience?
3. Considerthe paid advertising channels chosen in the current campaign - which of these do
you think should be:

5. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media
Marketing: A Results-Driven Approach. Routledge. Accessible online
http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative
Commons Attribution 4.0 International License.
a. Added to
b. Continued
c. Stopped
And why?
4. What is ‘Look-a-like’? How can this be used during a campaign?
Class Activities
Develop a Globalista buyer persona based upon Google AdWords data and the top ten non BUPA
brand keywords, which could have been used in the current campaign.
Identifyandjustifythe topfive potential longtermnon-brandkeywordsrelatedtomaternityusedin
countries targeted by this campaign.
Log in details:
Use your own details and if you don’t have access to Google AdWords you could try using the
following username and password:
Username: passion4digital@gmail.com
Password: p25510n4digital