How one company’s rebrand reached 50% of the intended audience in 1 day
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October 2020Share this page
How one company’s rebrand reached 50% of the intended audience in 1 day
Chris Barrett October 2020What do you do when the impact of your marketing becomes less effective? When insurance comparison website Hippo.co.za discovered that they had lost touch with their customers, they embarked on a mission to revitalise their brand. It all began with the brand’s mascot, the hippo. A new quirky approach to its positioning — and therefore the positioning of the brand itself — led the team on a campaign that set out to reach a wider audience, make consumers understand they’re more than just car insurance, and convert more customers. The results were staggering: 50% of the intended audience was reached on the first day of the campaign alone.
My name is Vera Nagtegaal. I'm the head of Hippo.co.za
A platform that gives South Africans the ability to compare a range of quotes
It's not just car insurance — we also compare life insurance, health insurance, personal loans, and even travel
Hippo has been around for a long time
There was an opportunity for us to really look with fresh eyes at our brand
In the recent years, we've lost touch with our tonality
We wanted to be quirky, we wanted to talk more about what it is that we offer but in a friendly way
We brought back our hippo — we felt it was quite a loved character and that there was an opportunity to leverage him in a new way
So we worked with our agency to achieve three things
Reach a wider audience, show that we are more than just car insurance comparison quotes
And lastly, convert customers
We used TrueView for Action as our conversion channel and Mastheads to get people to engage and come to the site
We remarketed to see how we could get more people to the site
Within the first day, we reached 50% of the total intended target audience for the entire campaign
We saw a 36% lift in purchase intent
We saw that people who saw the ad on YouTube was twice as likely to look for Hippo.co.za on Google
We also saw that our cost-per-acquisition was about 50% less than in other channels
What surprised me about the campaign was the ability to not only reach these audiences but to also convert them
Getting them to the site and getting them to engage with these products and then actually go full-funnel into the purchasing cycle as well
Our thought process going into this was let's look at YouTube as an alternative to our traditional media channels
To get into a new audience
We know what our what our traditional media channels deliver
We weren't as familiar with what digital, and specifically YouTube, would deliver for us
I was quite clear in my direction to my team
We have to sometimes just be brave and try new things
And in this digital age, I think that's the most important thing for any brand — specifically a digital brand
Is to take the leap and to try new things
Hippo is a digital brand — it's a no-brainer really
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