6sicuro.it

The objective

Exploring new channels and reaching new prospects

6sicuro.it launched in 2000 as Italy’s first online car and motorcycle insurance comparison site. 6sicuro is a free service for comparing motor liability and motorcycle liability estimates. It's a quick, easy way to save time and money when changing or renewing vehicle insurance. As they put it, to each their own policy.

Keen to find new prospects they turned to Superfluid Team which worked like an extension of 6sicuro’s own marketing team, integrating fluidly in their team and processes. Superfluid Team encourages their clients to try and test new advertising channels, like TikTok.

Firstly, it identified and sized the marketing opportunity for 6sicuro on TikTok in terms of expected costs and results. Secondly, it outlined a clear plan that could enable the brand to quickly go from strategy to results in less than 2 months.

An organic account and TikTok Ads Manager setup, tracking, content, creators selection and negotiation, advertising, testing and new skillsets were needed: now everything was ready for 6sicuro to be plugged and kick-off.

The solution

Testing Lookalike Audiences to expand reach and engagement

Building brand awareness and increasing the acquisition of new prospects was the goal for 6sicuro.it. To achieve this, they began building an organic presence on TikTok. The aim was to reach new prospects through an unexplored channel and get them to complete the acquisition funnel.

The campaign objectives were to achieve greater community interaction and website conversions. Conversion rate and cost per result were the metrics for success.

To achieve their objectives, they utilised Spark Ads to deliver conversions within their target Cost Per Lead.

The campaign ran for six weeks from the end of October 2022 to the beginning of December 2022, targeting an Italian audience of all genders aged over 25.

To reach as many of the target audience as possible, the team tested Automatic Targeting versus Custom Targeting. Conversion rates (CVR) were the same for both, but the cost per acquisition for Automatic Targeting was 16% lower than the Custom Targeting CPA.

For creative content, Superfluid Team sourced experienced creators through TikTok Creator Marketplace. It was important that they could generate engaging content and knew the platform’s dynamics.

The creators’ remit was creating a mixture of informative, funny, real-life-style content. To feel organic it had to include the 6sicuro.it promotional message as naturally as possible within the storytelling. This worked best when the creators used fresh, colloquial language. Let them be themselves was the approach. In this way, it mirrored how they spoke and acted in their organic content.

The results

Using Automatic Targeting and Lookalike Audiences pays dividends

Using Automatic Targeting and Lookalike Audiences pays dividends. The campaign was a hit, successfully highlighting the company's mission to support every Italian in choosing the right insurance product in a simple and transparent way through personalized knowledge of needs.

They gained over 3,000 followers and received 3.2 million impressions as well as 830 leads within their target CPL over the campaign period

Their TikTok point of contact was instrumental in helping them achieve these results. Sharing industry information and similar automotive case studies, they also helped with campaign strategy and setup.

Using Automatic Targeting and Lookalike Audiences was also a significant factor in the campaign’s success. Automatic Targeting optimised the audience for the campaign delivery towards their goal. This allowed for a more hands-off approach to ad creation and the campaign optimisation process.

Lookalike Audience helped them find audience groups sharing similar traits to their existing customers. In this case, based on the phone numbers already contained in the brand database. Perfect for helping them find interested audiences and expanding their audience range.

There's also an impact beyond the campaign numbers. TikTok’s popularity has helped position 6sicuro.it as an innovative and fresh brand with a younger demographic.

Looking ahead, the teams have a few key takeaways; to make a campaign work, especially for conversion, you need to be crafting content with talented creators. There’s also a huge benefit in always trying out new types of content like funny content, or educational content with different demographic targets. You need to find out what resonates and works.

Their last insight is the importance of putting in place a process to help in creating new content on a monthly basis and optimising existing content over time.