Sejfa

The objective

Owning the seasonal moment

Sejfa is a modern insurance provider focused on making protection for the things that matter - homes, travel, and phones - simple, accessible, and stress-free. Ahead of the peak insurance season in August and September - when many students move for school - Sejfa set out to generate awareness, top-of-mind consideration, and strong brand association.

Partnering with integrated creative and media agency T&P, the team identified TikTok as the primary platform to reach their audience. The goal was clear: make Sejfa the number one choice for young people shopping for new home insurance.

The solution

Media Strategy Meets Humour

Sejfa and T&P built a TikTok-first campaign that combined a mix of formats with highly relatable creative execution. Humorous, exaggerated scenarios showed young people going to ridiculous lengths to “safeguard” their belongings, contrasting with the simplicity of just choosing Sejfa insurance. This made the content playful, memorable, and instantly shareable.

Furthermore, Sejfa employed the following media mix:

• TopView: Appearing as the very first video when users open the app. Sejfa used TopView to take over TikTok in Sweden for 24 hours, ensuring maximum visibility and attention from their target audience.

• TopFeed: Placing content as the 4th video in a user’s feed, ensuring high visibility without interrupting the experience.

• In-Feed Ads: Driving action by linking directly to Sejfa’s website.

• Spark Ads: Boosting organic-style content to scale engagement.

This balance of formats allowed Sejfa to stay visible across the full customer journey: from awareness to intent to conversion.

The results

Sejfa breaks through: driving awareness and relevance on TikTok

The campaign not only captured attention during the critical back-to-school moment but also reshaped consumer perception of the brand, generating the following results in a TikTok Brand Lift Study (BLS):

• 22% increase in ad recall (152.7% point lift)

• 13.3% increase in awareness (119.7% point lift)

• 5.4% increase in brand association, associating Sejfa as “uncomplicated” (112.6% point lift)

Sejfa successfully entered the insurance conversation with humour, creativity, and cultural relevance, proving that even “serious” industries can win on TikTok.