Case Study: QBE Insurance Group halves cost per impression and extends reach among brokers and buyers with LinkedIn Marketing Solutions

QBE Insurance supercharges share of voice with the LinkedIn Audience Network

QBE Insurance, the world’s 12th largest commercial insurer, set out to grow its business in Europe by building share of voice and brand awareness among insurance brokers and business customers while lowering cost per impression to make its marketing budget go further.

By running targeted campaigns using LinkedIn data and the LinkedIn Audience Network (company and skills targeting), QBE extended reach and frequency across its priority audiences and cut average CPM by 56% and CPC by up to 78%, saving roughly £500k to reinvest. Reach rose 12% and frequency grew 63%, alongside measurable improvements in Content Marketing and Topic Ownership scores.

QBE Insurance Group

Chris Ward

Head of Marketing, International Division