R+V Versicherung

The Objective

R+V Versicherung (@ruv_de) is one of Germany’s largest insurance companies and has operated as a cooperative that is committed to sustainable relationships and growth since its founding days. The company’s heritage translates directly into its main claim: “You are not alone”.

Looking toward the future, key objectives for R+V Versicherung were achieving top-of-mind awareness for its insurance products among a younger target audience and driving conversions in this segment. To meet these goals, the company wanted to leverage TikTok as a platform, assessing outcomes on the basis of sales generated.

The Solution

Two goals were at the front and center of R+V Versicherung's mission: performance – generating sales with a focus on new clients – and brand awareness, which the company aimed to boost by showcasing innovative solutions for younger insurees, such as rental deposit guarantees.

TikTok was engaged as a full-funnel platform, with R+V Versicherung making great use of creators and user-generated content to reach its audience with absolute authenticity. The brand deployed dedicated assets for upper- and lower-funnel engagement across a breadth of creatives.

Fueled by a smart bundling approach via premium placements such as TopView and Top Feed, R+V Versicherung drove ad recall and generated mass awareness for both the brand and its insurance offering at scale. The most successful creatives were delivered via Spark Ads to produce an extra boost for the campaign.

The Results

Branding + performance: with its Brandformance approach, R+V Versicherung achieved a 360° success story across both the upper and lower funnel. Its TikTok campaign yielded 33% more new contracts compared to the existing baseline in the audience target group (ages 18–25) – 90% of which were new clients. And that’s not all: brand awareness was also increased by 8.1%, ad recall by 7.5%, and brand familiarity by 6.0%