The Objective

MACIF is a French mutual insurance company founded in 1960 in Niort. The brand came to TikTok to run one of the first insurance branding campaigns in France, with the objective of generating wide-spread awareness and reach.

The Solution

MACIF, in partnership with their media agency Values Media, opted to run a multi-solution campaign consisting of two TopView Ads, as well as In-Feed Ads set up on TikTok Ads Manager with a Reach & Frequency buying method. Reach & Frequency allows brands to book their campaigns in advance with predictable, optimised reach while controlling the number of times a user gets exposed to an ad. Once a brand inputs its parameters, TikTok is able to predict the number of users a brand will reach, thereby guaranteeing a fixed CPM and predictable campaign success.

Keeping the creative short and snappy at just 15 seconds, the ads were strong and impactful, leaning into MACIF’s core values and putting some of the MACIF members front and centre, to celebrate its diversity and new slogan “La MACIF, c’est vous”.

The Results

The MACIF campaign was extremely successful in hitting its objective with over 46 million impressions and an engagement rate of 3.1%, showing genuine intrigue from the TikTok community. Most impressively, a brand lift study was conducted which revealed a 7% lift in brand awareness and a 5.1% lift in brand familiarity.