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Munich Re is world-renowned for its reinsurance, primary insurance and insurance-related risk solutions. In 2021, the company unified its global social media strategy with LinkedIn at its core. It developed a fully integrated organic and paid media strategy on the platform to strengthen its brand voice, engage its core business audience, and drive leads among niche audiences for its solutions in emerging areas like cybersecurity, sustainability, and climate change.

Results

Munich Re’s integrated organic and paid media strategy on LinkedIn is helping the team exceed internal benchmarks across all key metrics, including CPM, CPC and CTR. Comparing peak figures, it achieved a 38% increase in organic clicks and 24% reduction in campaign cost per click.

Illustrations showing the increase in organic clicks (+38%) and Paid CPC (-24%)

“In terms of paid media strategy, we run both brand marketing campaigns for broad audiences and demand generation campaigns for niche audiences on LinkedIn. While our sales cycles are quite long, we’re getting good feedback from our business teams. In fact, we are observing a causal relationship between company engagement on LinkedIn and how fast our sales conversations progress.”

Maximilian Heinrich
Digital Communications Consultant
Munich Re Group

LinkedIn Page followers who are exposed to both organic and paid messages are 61% more likely to convert.

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Challenge

Munich Re had 20+ related LinkedIn Pages operating independently, which diluted its brand voice. This made it harder for the company to deepen engagement with its core business audiences, establish itself as a thought leader in emerging business areas like cybersecurity and sustainability, and drive leads among niche audience segments.

Solution

Munich Re implemented a global social media strategy and consolidated its LinkedIn presence into a single, centrally-managed Page.
The cross-functional social media team developed an always-on organic media strategy, focusing on key content topics that the company wanted to own. They maintained a global content calendar to align activity internally, in line with best practices they learnt from LinkedIn’s Content Marketing Strategy Masterclass.
The digital communications team leveraged organic engagement to run always-on paid media campaigns on LinkedIn. Taking a full-funnel approach, they target broadly for brand marketing campaigns and used LinkedIn’s first-party data to accurately define specific audiences for demand marketing campaigns.

“To ensure that we are speaking in a single voice globally, we unified 20+ related LinkedIn Pages into a single group-level Page that is managed by an international cross-functional team. We’re now in a stronger position to grow brand awareness and thought leadership in key topics through organic activity.”

Hanna Liebgen

Social Media Manager
Munich Re Group

Build mind share to gain market share. Grow your brand on LinkedIn.

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Success Factors

1. A robust change management strategy to build trust and secure buy-in
The Munich Re team used change management strategies to secure leadership approval and stakeholder buy-in for its global social media strategy. This internal alignment was critical to the success of its LinkedIn strategy.

2. A test-and-learn mindset
The team worked collaboratively with LinkedIn Marketing Solutions to apply best practices to their advantage. In one instance, they better defined their targeting for a niche audience and redirected the freed-up budget to increase ad frequency. This improved CPC while maintaining lead quality.

Image showing LinkedIn Ads used by Munich Re for their campaigns

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Munich Re is one of the world’s leading providers of reinsurance, primary insurance and insurance-related risk solutions. The group consists of the reinsurance and ERGO business segments, as well as the capital investment company MEAG. We are globally active and operate in all lines of the insurance business.

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Headquarters: Munich, Germany | No. of Employees: 10,000+ | Industry: Insurance

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