"Marmalade's products often attract interest from both young drivers and parents looking for insurance for their children. This has to be considered when targeting users, with the aim to increase brand awareness amongst both demographics and drive action later on."
"Maximising brand awareness and exposure for cold audiences, utilising 15-second unskippable ads, targeted at detailed demographics (eg. 'parents of a teenager') and custom affinity audiences. Nurturing consideration and driving clicks to the site, utilising skippable 30-second ads, targeted at 'similar to' and in-market audiences, as well as life events (eg. 'recent high-school graduate')."
"Capturing high intent audiences through remarketing, and custom intent, again utilising 30-second unskippable ads. The audiences were separated by general brand interest and custom intent (using keywords from the Search campaigns), and specific product interest, utilising relevant remarketing audiences based on a users' action on site, and video content relevant to the brand or specific product."
Marmalade, a car insurance company serving young drivers and parents, partnered with Impression to execute a video-based paid media strategy addressing two primary objectives: achieving 2,000+ monthly site visits and maximizing conversions through remarketing while building upper-funnel brand awareness. The campaign employed three distinct targeting layers. Cold audiences received 15-second unskippable ads targeting detailed demographics like parents of teenagers to maximize brand exposure. Consideration audiences engaged with 30-second skippable ads targeting similar audiences, in-market users, and life events like recent high school graduates. High-intent audiences were captured through 30-second unskippable remarketing ads, segmented by general brand interest using search keywords and specific product interest based on site behavior and relevant video content.
#video-advertising-strategy #audience-segmentation #conversion-funnel-optimization #remarketing-campaigns #insurance-marketing
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