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A new approach to social search
THE CHALLENGE
AAMI Insurance knew there was a knowledge gap when it comes to young people and insurance. It’s pretty confusing what the different kinds of insurances are, whether they’re worth it, and what it all means. But they also knew that the way that Gen Zs and Millennials are searching for information is different to generations before them. No longer are they going to Google as their number one source of truth, they’re heading to TikTok to find the answers to their questions. With over 3.2 BILLION searches made on TikTok per day and 62% of users saying social is a key information source, it was a no brainer.
THE APPROACH
We partnered with TikTok to create videos answering the most popular insurance search queries, which would only be served to users when they’ve searched that specific query. The hero of our videos? Insurance Dad. Because we all know our dads are the go-to for explaining these sorts of things! Does he occasionally turn himself into a strawberry or share a picture the wrong way round? Yes. But he also delivers information the way we know audiences want to consume it! He’s a little tech challenged, a little bit awkward, but a whole lot of endearing.
CLIENT
AAMI
SERVICES
Social Creative Content
we are influential
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