Case Study: Marmalade achieves a 97% decrease in CPM with Impression Digital TikTok Advertising

Marmalade cuts CPM by 97% with Impression Digital

Marmalade, a car insurance company for young drivers, approached vendor Impression Digital to expand its digital strategy beyond its plateauing Facebook advertising. The challenge was to effectively reach younger Gen Z audiences without disrupting their carefully planned media budget during a peak season. Impression identified TikTok as a promising new platform for this goal.

Impression implemented a test-and-learn TikTok strategy, using 5% of the media spend to develop native-style video creatives and test broad audience targeting. This approach resulted in a 97% decrease in CPM and a 30% decrease in CPC compared to Facebook Ads, while also increasing the conversion rate by 4.5%. The campaign successfully drove significant sessions and conversions from younger users, leading to Marmalade planning long-term investment in the platform.

Marmalade