Inbound marketing for the best plans for the future


When VidaCaixa contemplated boosting its presence in the online environment, we found a partner we could trust in Runroom, capable of driving our digital strategy. The contributions made by the Runroom team have been really valuable in all aspects. They have been effectively overseeing the development of our ideas and the qualitative reporting of the actions carried out. They have done - and continue to do - great work

Ana García Martín Director of Corporate Communication, Branding and CSR - VidaCaixa

VidaCaixa is a leading institution in social security that channels the sales and commercial mediation for CaixaBank’s insurance business, whose main product is pension plans.

The project’s challenge lies in consolidating the brand as an opinion leader and information reference in the online channel, as well as recovering the organic visibility after a sharp decline in SEO prior to our intervention.

We put ourselves in the shoes of its users by performing an in-depth benchmarking exercise in which we could establish the niches of opportunity, by studying the demands and needs of all relevant parties. This work allowed us to develop a digital contents strategy of an informative nature with the aim of resolving any concerns held by our potential customers.

The results soon followed: after managing to slow the decline of organic visibility, we were able to bring it to the highest point in the company’s SEO recorded history. Just half a year later, we’ve managed to break the record for organic visits.

Where we’ve grown the most is precisely in the positioning of the keywords related to these niches, many of which are currently found at the top of the SERPS.

At the same time, we are backing the SEO strategy with the implementation of a blend of earned, paid and owned media to broaden the reach and brand positioning; this global strategy allows us to extract insights that are cross-cutting with the various tactical actions, which provide feedback to one another.

We are currently working in close collaboration with the VidaCaixa Communication and Brand team, providing SEO consultancy support, online reputation management, analytics, campaigns, promotions, the creation of audiovisual material and channelling our content recommendations according to market demand and the monthly results analyses.

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