Santalucía

The Objective

Efficient lead generation

Santalucía is one of the leading insurance providers in Spain. Their TikTok strategy is based on generating leads through performance campaigns. After more than a year with this strategy acquiring leads at fairly stable costs, their main goal was to lower the cost per lead (CPL) to boost the efficiency of their lead generation efforts, making their acquisition strategy both impactful and cost-effective.

The Solution

Testing Smart+

After analyzing the case together with Labelium, Santalucía's media agency,we concluded that testing Smart+ was the option that best suited the client’s needs.

• Be more cost-efficient: By leveraging Smart+’s advanced artificial intelligence, we were able to achieve better CPAs with less manual optimization time. This allowed us to allocate budget more effectively, focusing spend on the audiences and creative combinations that truly drove results.

• Be more operationally efficient: Smart+ significantly reduced the time spent setting up campaigns. This operational efficiency freed up valuable team resources, enabling us to invest more time in strategic analysis, extracting insights, and applying learnings to improve future campaigns and overall performance.

• Improve creative efficiency: Smart+ simplifies creative management by allowing us to upload videos and copies separately, letting the platform automatically test different combinations to identify the highest-performing ones. This approach not only increases creative performance but also delays creative fatigue by continuously refreshing combinations shown to users.

• Audience targeting: Smart+ technology identifies and reaches the most relevant user profiles in a shorter period than manual targeting. This improves audience quality, ensuring that campaigns reach people who are more likely to convert, thus maximizing the return on investment.

Overall, implementing Smart+ was a strategic decision to make Santalucía’s acquisition strategy on TikTok even more impactful and cost-effective, strengthening their position as an innovative brand in the Spanish insurance market while optimizing resources, improving lead quality, and driving sustainable growth.

The Results

Lower acquisition costs

Implementing Smart+ delivered outstanding results for Santalucía’s TikTok campaigns. After testing this AI-powered solution together with Labelium, the brand saw a 22% reduction in cost per lead (CPL), significantly improving the efficiency of their lead generation strategy. Additionally, the cost per acquisition (CPA) decreased by 26%, demonstrating Smart+’s ability to optimize spend while driving higher-quality results.

These improvements meant that Santalucía could acquire leads and customers at a much lower cost, maximising the return on investment of their digital marketing campaigns. Beyond the financial impact, Smart+ also saved operational time, allowing the team to focus on strategic analysis and creative development. The platform’s ability to automatically test creative combinations and identify the best-performing audiences was key to this success, ensuring ads reached the most relevant profiles.

Overall, Smart+ enabled Santalucía to strengthen its acquisition strategy efficiently, cost-effectively, and with scalable, sustainable results.