Qatar Insurance Company

The objective

Increasing conversions on TikTok during the month of Ramadan

Since its establishment in 1964, Qatar Insurance Company (QIC) has understood and responded to the needs of modern life in the Qatari region, and beyond. This major enterprise is a core contributor to the development and diversification of the national economy. With over 100k customers and 20k claims settled since 2021, it is the largest insurance company in the MENA region. From getting a quote to making a claim, QIC is committed to making all of its services available online – and this includes connecting with people on TikTok.

Qatar Insurance Company has a strong presence on TikTok, having amassed over 17k followers under the handle @qic.online. It uses TikTok to provide its audience with insurance-related content that’s both educational and entertaining. From interviews with people on the street to promotional videos for its best-in-class health and car insurance, it covers a great range of topics and formats. QIC wanted to increase sales and new customers during Ramadan, and thought TikTok was the perfect place to start.

The solution

Collaborating with multiple creators to connect with a wide-ranging audience

Having run successful ad campaigns on TikTok before, Qatar Insurance Company wanted to use the platform to attract new customers to its special Ramadan offer – pay for 12 months of comprehensive car insurance and get an additional three months for free. This promotion ran from March to April and was targeted at car owners of any age living in Qatar.

To connect with new audiences in an authentic way, QIC used Spark Ads as its main ad format. This ensured that all views, comments, shares, likes, and followers gained during the promotion were attributed to its organic posts. QIC also utilised Custom Audiences and Lookalike Audiences to improve retargeting and increase overall chances of conversions.

The insurance business partnered with prominent MENA-based creators for this campaign in order to create content that would resonate with its target audience and feel native to the platform. These videos were engaging and fun while also providing all the information about how to avail of QIC’s Ramadan promotion. In order to tap into as many audiences as possible, QIC also ensured that the selected creators would appeal to a wide range of interests and demographics in Qatar. 

The results

Creating an excellent impression amongst the target audience

Thanks to the creators’ engaging content, coupled with Spark Ads, Custom Audiences, and Lookalike Audiences, the campaign proved to be a major success for Qatar Insurance Company.

During the month of Ramadan, this campaign generated 12M impressions, achieved a conversion rate of 9.07%, a cost per aquisition of $4.01, and attracted over 4.1k leads through TikTok alone. By partnering with relatable creators, the insurance business was able to connect with people in a fun and engaging manner that wouldn’t traditionally be associated with businesses in the insurance sector. Following the overwhelming success of this campaign, QIC plans to work with even more content creators on TikTok in the future.

To insure your car, check out QIC.

To ensure a successful campaign, TikTok is the way to go.