MAPFRE

Boosting full-funnel performance

The Objective 

Insurance company MAPFRE Spain’s wanted to attract a new audience of younger users so they came to TikTok to run a full-funnel campaign. The brand also wanted to utilise TikTok’s frictionless e-commerce solutions to drive conversions.

The Solution 

MAPFRE Spain leveraged the TikTok Creative Exchange (TTCX) and partnered with creative agency Cosmic for this campaign and media agency Making Science.

The brand utilised TopView and TopFeed Ads to generate awareness and boost the brand's presence on the platform. Using these formats also enabled the brand to create qualified audiences that were later retargeted with a conversion objective.

The full-funnel strategy allowed the brand to promote a range of its products and enabled shoppers to purchase insurance directly from the app.

The Results 

MAPFRE Spain conducted a Brand Lift study to measure the incremental increase in ad recall and awareness generated by this campaign. With this well-crafted strategy, the brand achieved extraordinary results, increasing ad recall by 23%.

The brand also managed to increase click-through rate by 155% compared to their other campaigns with similar objectives. The click-through rate was also 17% higher than the benchmark.

Moving further down the funnel, this campaign enabled MAPFRE to increase the volume of quotes for their insurance products by 134% compared to the previous month.

Mónica García Cristobal, Director of Transformation at MAPFRE Spain, said: “We work every day to be close to our customers and potential customers on the platforms and formats they value most. This campaign not only allowed us to achieve our business goals on TikTok but also strengthened our commitment to innovation, ensuring that we continue to meet our customers' needs in a unique and forward-thinking way, something that has always set MAPFRE apart."