We conducted research with YouGov, surveying 200 vehicle owners asking them a series of questions that would help us understand the percentage of the UK who had a vehicle lost or stolen in the last five years, how much they had originally bought that vehicle for and how much their comprehensive insurer paid out in the total loss claim. The results gave us our PR hook.

The survey revealed that 59% of motorists had never heard of GAP Insurance, only 9% have GAP Insurance, yet 12% (approx 6,350,000 motorists) have experienced their vehicle being written off or stolen. Of those people, only 17% were able to afford a like-for-like vehicle replacement using the comprehensive insurance payout alone. The results of the YouGov survey found that the average motorist looses £6,000 on the original purchase value of the vehicle when it is involved in a total loss claim. This loss is in part the depreciation, but also down to insurers paying out less than the vehicle's current market value.

To give this story the time and reach it needed, we enlisted the help of Anna Lawlor (@Thelongmum) and Louise Boyce (@Mamastillgotit_). The two Mummy influencers had previously partnered with ALA Insurance so we filmed them having a genuine Facetime style conversation about their total loss experiences, what they’ve learnt about ALA GAP Insurance and the peace of mind they now have being 100% financially protected. 

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‘Conversations with Anna and Louise’ was a three part series for Instagram, Facebook and YouTube, each week taking their audiences on a journey of discovery with the brand, bringing to life some of the stats from the YouGov survey and pushing their followers along the consideration and purchasing funnel. Each influencer was given a bespoke trailer edited with their 'best of' moments for their own Feeds and Instagram Stories with the CTA to watch the full films over on the ALA Insurance Instagram channel.

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