Case Study: Aviva achieves a 42% lift in quote starts with Instagram

Aviva - Customer Case Study

Aviva, the UK’s largest general insurer with millions of customers worldwide, wanted to drive new life-insurance leads and quantify the incremental impact of adding Instagram Stories to its existing Facebook and Instagram ad placements. The challenge was to measure whether Stories would boost quote starts and completed submissions beyond the typical campaign performance.

Aviva ran a conversion lift test using Facebook first‑party data to target a broad audience (likely parents, new movers, recently married) and users who had started but not finished a quote. Silent‑friendly 9:16 Stories creatives ran across Instagram, Facebook and Messenger; the campaign delivered a 42% lift in quote starts and a 24% lift in completed quote submissions, supporting continued use of Instagram in the marketing mix.

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