StrategyHealth insuranceSocial media strategyAwareness campaign

Health cover, explained simply.
One app, three packages, one plan.

A quarterly social media strategy for WL Care, the health insurance services on the Neqabty app, plus a teaser-and-reveal awareness campaign plan for the brand's launch.

WL Care
Client type
Health insurance app
Market
Egypt
Scope
Social media strategy, content calendar, awareness ad campaign plan
Agency
With 3C Communication
01

The objective

WL Care needed people to understand what its cards and packages cover, and to trust a new name in a sensitive category. The quarter's plan set three objectives: build brand awareness, build trust with clients and generate conversions.

A separate campaign plan supported the moment Neqabty became WL: build curiosity first, then reveal the new brand and push app installs.

02

Who it speaks to

Sarah, the expectant mother
Married with children, looking for maternity cover she can afford.
Mostafa, the family-oriented parent
Father of three who wants family cover on a moderate budget.
The small business owner
Wants simple, affordable health packages for his team.
Ezzat, the insurance seeker
Young executive who values preventive care and wellness.
03

Content pillars

01
Ettammen Card
The largest share of content, explaining the card's benefits and features.
02
Amena packages for women
Women-focused packages, tied to women's events and occasions.
03
Care packages for businesses
B2B content that sells indirectly to small business owners.
04
How-to series
Step-by-step posts on ordering medicine, booking a doctor and subscribing.
04

The plan

  1. 1
    Phase one: present the value
    Introduce WL Care and educate on its packages to win new customers.
  2. 2
    Phase two: convince
    Product content with clear calls to action, plus shareable posts.
  3. 3
    Phase three: retain
    Reviews, product reminders and interactive content for existing users.
  4. 4
    Teaser campaign, 10 days
    Four teaser posts that build curiosity before the reveal.
  5. 5
    Reveal campaign, 7 days
    Announce the new brand, then interviews and an app installs push to people who saw the teaser.
05

Content ideas

  • A storytelling series with the founders, the team and the problem the app solves
  • "How to benefit from WL Care services": screenshot guides to each service
  • Monthly healthy-information posts under a "Your medical advisor" line
  • Influencer videos and real user app reviews
  • Interviews with the people responsible for each service at launch
06

How success is measured

Reach and impressions
Engagement and social shares
Click-through rate
App installs
Customer lifetime value

* A summary of the strategy as delivered. Budgets and internal client information are not shown.

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