Honest Creators Drove Clicks for Bupa & Compare
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Background
Objectives
UK-based new homeowners, parents, and adults aged 28–44 considering life insurance for the first time, juggling family, work, and wellbeing.
Encourage understanding of life insurance by linking it to mental and financial wellbeing. Drive traffic to GoCompare for Bupa Healthy Minds coverage with sign-up.
Goals
Destigmatise life insurance
Drive clicks to campaign landing
Build emotional engagement
227.7k
@annamathur
Psychotherapist and bestselling author known for open, values-led content on parenting, pressure, and emotional resilience.
Interests
🧠 Mental wellbeing
👩👧 Parenting advice
💬 Emotional health
🛋️ Therapy edits
Trusted voice on mental health
High CTR from values-led fans
Reached ideal demo efficiently
89k
@zoehardman
Heart FM presenter and motherhood content creator known for working mum topics, career balance, and emotional wellbeing stories.
Interests
🤱 Motherhood
💖 Emotional wellness
⚖️ Career balance
💰 Female finance
Blended career and family themes
Connected with dual-parent homes
Respected among working mums
95.2k
@daddy_to_triplet_girls
Dad of five, sharing real, relatable family life including the mental load of parenting, from a rare male perspective.
Interests
👨👧👧 Fatherhood
🏠 Family life
🧠 Mental health
💬 Parenting pressure
Honest male POV in mum-heavy space
Prior viral mental health content
£0.01 CPI and 2.6K engagements
72.1k
@madebymamas
Parenting duo and podcast hosts sharing honest conversations, real family life, and trusted advice for modern mums and dads.
Interests
👶 Parenting tips
🎙️ Family podcasting
💬 Honest motherhood
🛍️ Everyday family life
Trusted parent voices
Engaged family audience
Content built on care
Strategy
Meet our Influencers
Creators led content with phone-first, authentic storytelling. No traditional production was used, enhancing relatability and focusing on lived experience.
Reels, Stories, and static posts shared real experiences around parenting, pressure, and mental health. Comment sections showed deep engagement and trust.
🧠 Chose mental health storytellers
👨👩👧 Parenting + finance narratives
🚫 No paid boosting used
💬 Comment sentiment = core KPI
🫂 Focused on human over product
Research Insights
Results
Campaign Results
Research statistics
Reach
279K
total organic reach
Clicks
750
to campaign landing page
Comment Sentiment
146%
of KPI target
Reach Over Target
233%
above original goal
Reach
279K
total organic reach
Clicks
750
to campaign landing page
Comment Sentiment
146%
of KPI target
Reach
279K
total organic reach
Still need to look at life insurance!
Important point this!
Clicks
750
to campaign landing page
Still need to look at life insurance!
Comment Sentiment
146%
of KPI target
Reach Over Target
233%
above original goal
Reach
279K
total organic reach
Clicks
750
to campaign landing page
Important point this!
Reach
279K
total organic reach
Clicks
750
to campaign landing page
Comment Sentiment
146%
of KPI target
Reach
279K
total organic reach
Still need to look at life insurance!
Important point this!
Clicks
750
to campaign landing page
Key Learnings
Sentiment > surface metrics
Comments gave deeper insight than likes when discussing emotional topics like life insurance.
Mental health opened space
It allowed creators to guide followers into personal, reflective storytelling.
Storytelling earns trust
Creators reframed a complex product with emotion and experience.
Diverse voices drove reach
Therapists, dads, and mums helped connect with more audiences.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Still need to look at life insurance!
Important point this!