LVM Insurance
Sparking relevance in a category often overlooked by younger audiences with a mix of brand and creator-led content delivered through premium TikTok placements.
Insurance Marketing on TikTok: LVM Blends Creators and Brand Assets to Deliver +15.2% Ad Recall Lift
Objectives
Building awareness and relevance on TikTok
LVM Insurance set out to strengthen brand awareness among young audiences and position itself as the insurance brand that truly cares about its customers.
To connect effectively with its target audience of 18 to 34-year-olds, LVM Insurance partnered with TikTok for Business to develop a TikTok-first strategy.
LVM's goals were to make insurance feel relevant to Gen Z and Millennials, compare the performance of creator-only content with mixed assets, and apply these insights to future marketing.
Solution
Leveraging creator-led storytelling and brand assets
To connect authentically with younger audiences, LVM selected four creators to produce short, native-style videos to complement existing TV-commercial brand materials. By blending the two content formats, LVM aimed to project trust and credibility while fully leveraging TikTok's culture of interaction and authenticity.
Instead of relying on traditional, message-heavy advertising, LVM's campaign tapped into a relatable everyday moment. Parents are seen asking their children, "Have you taken care of it?" referring to insurance. The twist comes when the children respond, "No, because LVM takes care of me."
By turning a typically low-interest topic into a story rooted in humor and authenticity, this storytelling approach made insurance feel more relevant to Gen Z and Millennials.
The content was then boosted through TikTok Pulse and In-Feed Ads, ensuring LVM's presence both in relevant user feeds and alongside current trends and cultural conversations on TikTok.
Lastly, brand awareness among younger audiences had been difficult to lift through traditional channels in the past. To address this, LVM adopted a Multi-Cell Brand Lift Study to identify the most effective combination of creator-led assets and brand-led TV assets, ensuring that the content resonated authentically while maximizing impact.
Results
Converting creator and brand assets into measurable impact
The campaign exceeded expectations, outperforming benchmarks across all upper-funnel KPIs and doubling the industry norm.
According to a multi-cell test, the creator-only approach delivered a strong Awareness uplift of +6.0%. The real breakthrough, though, came from combining creator content and brand assets with an Awareness lift of +7.5%, proving that authentic, TikTok-native storytelling coupled with brand trust and credibility delivers the greatest impact.
At the same time, the campaign achieved strong Ad Recall with a +15.2% lift for creator-only content and +12.9% for the combined approach. The Brand Lift Study also highlighted the importance of contact frequency: the more often users saw creator ads, the higher the awareness, rising by up to +240% with higher exposure.
Overall, the findings confirm that creator-led storytelling in a paid environment is highly effective at reaching younger audiences, while TV assets, when adapted thoughtfully, can play an important supporting role. The campaign also showed how TikTok can serve as a powerful branding platform for financial services, by turning a traditional topic like insurance into a light and easy topic worth talking about on social media while also driving brand impact.
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The test results clearly showed us: when creator content and brand assets work together, awareness sees the greatest uplift. We're building on this learning by making the campaign more successful and establishing a roadmap for future TikTok activities. Especially in an industry like insurance, where generating relevance among young people is challenging, this campaign demonstrates how effectively TikTok performs. For us, the platform is far more than a short-term hype: it delivers sustained impact and is the ideal channel to reach young audiences authentically and build brand awareness over the long term.