Allianz Direct Italy

The Objective

Allianz Direct Italy is the Allianz Group's online company specialising in car, motorbike and home insurance. It stands out for its digital DNA, offering insurance services entirely through the web. The brand chose TikTok to promote quotes for its car, motorbike and home insurance products.

The Solution

Working with media agency Dentsu, the brand implemented a full-funnel approach, integrating branding and performance campaigns with a specific focus on generating quotes for car, motorcycle and home insurance. The strategy began with an upper-funnel phase that focused on reach and frequency (R&F) planning and the use of premium placements. This was followed by initiatives to maximise video views and traffic, consolidating the middle funnel.

A native communications approach was used throughout the campaign. The Video Content Package programme, in collaboration with TikTok's certified partner Mambo, helped to produce creative content that perfectly matched TikTok's style and maximised the campaign's results.

In the lower funnel, conversion campaigns were implemented in two phases: the first, a soft conversion, aimed at content views, while the final phase focused on obtaining quotes. This approach maximised algorithmic optimisation as the quote campaigns were based on a pool of qualified data created during the soft conversion phase. A targeting strategy was adopted that combined prospecting and retargeting, using the qualified audiences generated in the previous phases. Prospecting used lookalike audiences and a broad target, defined by the Smart Performance Campaign solution, for automated optimisation. For retargeting, custom audiences were created for users who were already aware of the product, optimising the effectiveness of the campaigns.

In addition, a Conversion Lift study was launched to measure the actual impact of the campaigns in generating conversions by comparing the behaviour of users exposed to the ads with that of a control group that was not exposed. This allowed the brand to assess the effectiveness of the ads in driving concrete actions.

The Results

The results achieved were very strong, with a 72.7% decrease in CPA for insurance quotes, a 67.6% decrease in CPA for content views, and a 13.8% relative lift in insurance quotes. These outcomes underscore how a full-funnel campaign on TikTok can effectively maximize performance.