SOS Malus

The objective

A long-established insurance company updated their marketing approach for a modern, social-first, audience

SOS Malus was founded with the aim of providing insurance for drivers with penalties. While the company has been operating for several decades, their communication strategies were starting to feel outdated - preventing them from experiencing the benefits of social media marketing.

Spotting the opportunity to be discovered by their audience on TikTok, SOS Malus worked with their agency Utopia to develop a TikTok strategy driven by engaging organic content whilst tapping into new opportunities with TikTok advertising features.

Before launching this campaign, Utopia agency had laid the groundwork with a strong organic strategy for @sosmalus with already 200k followers and tens of millions of views.

Despite strong organic results, this campaign was the first time that the insurance company launched a paid campaign on TikTok. Their key goals for this campaign were: awareness, reach, and consideration.

The solution

Collaborating with creators to launch an engaging content strategy through Spark Ads

Looking for an efficient ad format focused on authentic content, this campaign was driven by TikTok's Spark Ad format. Spark Ads is a native ad format that allows advertisers to leverage organic TikTok posts and their features through targeted paid campaigns, allowing brands to benefit from effective ad tools, whilst connecting with their audience through relevant content.

Through the campaign, SOS Malus ran A/B tests on the audiences to optimize their Cost Per Reach, whilst leveraging TikTok's AI features to target the most relevant content to their best audiences.

In terms of content, the insurance brand created a unique campaign to spike interest and inspire action. The campaign mimicked the codes of traditional road safety TV ads and adapted them to TikTok. Resulting in sensational, emotional storytelling, but with a TikTok twist.

To create a diverse and interesting group of assets to use in the campaign, SOS Malus collaborated with selected content creators to produce original and unique content which was then exclusively published on the @sosmalus account. The content creators who were featured in this campaign were; @dtheryl @gabinzanetti, @victor_cazaubon, @fareslepaff, @charlot.4k, @caroambrosini, @royzafr, @mlle_fantazia.

Each piece of content highlighted one of the key themes of the campaign: safety, family, friends, responsibility, speed, distraction, or alcohol.

The results

Successfully building brand love with an audience-first content approach

Having set-out with the intention of refreshing their communications and building awareness through new audiences, the campaign – Which was the brand's first ever introduction to TikTok advertising - achieved outstanding results.

The Spark Ads campaign gained over 26 Million impressions, brought in over 20k new followers, and achieved a low CPM of €1.01.

TikTok enabled SOS Malus to identify high-performing creators and potential content formats, through organic trend monitoring.

The campaign's success was driven by two key factors: having already established a strong organic presence and relationship with their audience, and strong creative assets with a clear focus on storytelling and cinematic execution. These factors laid the foundation for the success of the Spark Ads campaign, which then employed a smart targeting strategy to optimize the delivery of the assets to the most relevant audience.

This campaign allowed SOS Malus to experience a real before-and-after in terms of brand perception, evolving into strong brand love and engagement.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.