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Performance case studies / Insurance
1LIFE
INSURANCE.
Two approaches to insurance lead generation. A Meta campaign connected CRM sales signals to advertising, while a TikTok pilot explored a new audience through in-feed video.
01 / Facebook & Instagram
BETTER SIGNALS.
BETTER LEADS.
The challenge
Generate more high-quality insurance leads while improving cost efficiency. The campaign moved beyond optimising for lead volume alone.
The approach
The campaign connected 1Life’s CRM to Meta through the Conversions API. Sending sales events back to the platform allowed lead advertising to optimise for conversions further down the customer journey.
Meta / Reported results
QUALITY THAT
SHOWED UP IN THE NUMBERS.
+7.2%
Increase in leads
6.5%
Lower cost per lead
+47%
Increase in CRM sales
+12 pts
CRM lead-to-sale conversion rate
Compared with the usual volume optimisation strategy. Results reproduced in the campaign presentation from Meta’s published 1Life Insurance success story. “12 pts” means 12 percentage points.
02 / TikTok lead-generation pilot
A NEW PLATFORM.
A DIFFERENT CONVERSATION.
The brief
Explore TikTok as a lead-generation channel for people considering insurance.
The execution
Playful, informative videos used a privilege-walk concept to ask questions about insurance and introduce product benefits. In-feed advertising connected viewers with a lead-generation instant form.
TikTok / Three-month campaign
REACHING THE
NEXT CUSTOMER.
56M+
Impressions
3.5M+
Users reached
0.74%
Average conversion rate
0.14%
Click-through rate
Results reported in the supplied campaign presentation. The reach and impression figures cover a three-month pilot. These are separate from the Meta campaign results above.
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