Go.Compare’s campaign aimed to educate the target audience about their product offering and the £250 free excess cover offer on TikTok. Go.Compare asked Nonsensical to help them achieve this on TikTok through ads, by creating a variety of different styles of content to showcase this product offering and excess deal.
The Approach
To achieve this, 12 different pieces of content were created, leveraging everyday creators as well as the iconic Go.Compare characters, Gio and Dot. Popular native concepts such as sketches, green screens, and on-the-street interviews were utilised to captivate the TikTok audience and create content that felt native to the platform. This approach effectively conveyed the importance of insurance in a relatable and engaging manner.
The execution of the campaign was meticulously planned, with the content being filmed on phones to maintain an authentic and raw feel. The in-house creators, who possess a TikTok-first mindset, collaborated with Go.Compare’s recognisable characters to ensure a seamless integration of brand identity. Additionally, natural conversation was prioritised in the best performing “Tip” videos, simulating a friendly exchange of advice between friends.
Results
As for the results, the campaign achieved remarkable success, garnering a total of 5,007,978 impressions and boasting an impressive average conversion rate of 60.32%. These metrics clearly demonstrate the positive impact the creative approach had on the Go.Compare team, establishing a strong foundation for further advertising on the platform to help reach new audiences.