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Case Studies

Uniqa Built Trust by Turning Confusion into Clarity

Uniqa built trust by transforming real consumer questions into clear, educational content—turning confusion about insurance into engagement, awareness, and lasting credibility.

09/10/2025•2 min read
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Insurance is complicated, and most people only think about it when something goes wrong. Uniqa wanted to change that by answering the questions people were already asking, building trust and awareness before the moment of need.

Brand Context

Uniqa is an established insurance provider operating across Croatia, offering health, travel, and car insurance products to consumers and businesses. In a category where products are often perceived as confusing and difficult to compare, Uniqa needed a way to build awareness and trust through education rather than just promotion.

The Challenge

Insurance products are complex, and consumers often don't understand what they're buying until they need to file a claim. Uniqa wanted to address the real questions people were asking about coverage, claims, and scenarios, but their team lacked a systematic way to identify these questions at scale and transform them into useful, engaging content. The goal was to position Uniqa as a trusted source of practical information, not just another insurance provider pushing policies.

The Strategy

We built a question-detection system that identifies consumer confusion and turns it into educational content.

To surface the questions that matter most, we tracked and analyzed Google queries related to health, travel, and car insurance, monitored Reddit threads and community forums where people discussed insurance confusion and pain points, and identified common "how-to" and "what if" scenarios consumers were searching.

This process revealed highly relevant questions like what happens if you need a doctor while traveling abroad, what to do when luggage gets lost during a trip, and whether trip cancellation is covered if you get sick before departure.

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Execution Details

We transformed consumer questions into content designed to educate and convert. We built landing pages answering specific insurance questions with clear, consumer-friendly explanations, created Meta ads driving traffic to these pages using copy hooks inspired by trending queries, and designed content to simplify complex terms while connecting answers to Uniqa's product offerings.

Each piece addressed a real moment of confusion or concern, using language that felt helpful rather than promotional.

Strategic Impact

The approach delivered what traditional insurance marketing often misses: content that actually helps people understand what they're buying. By making insurance content more relatable and search-aligned, Uniqa increased engagement across digital channels and positioned itself as a trusted source for practical, accessible answers. Besides that, it demonstrated a repeatable model for turning consumer confusion into market education and lead generation — a framework that works for any complex product category.

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