Case Study: Youi improves creative effectiveness with Mutinex GrowthOS

Youi CMO recruits GrowthOS to make creative work harder

Youi, a challenger insurance brand in Australia, faced the challenge of scaling profitably and standing out against larger rivals with bigger marketing budgets. Their specific goal was to be top-of-mind during the brief window when customers are actively seeking insurance quotes. To gain an edge, CMO Angela Greenwood sought sharper data on creative and media performance, particularly in the mid-funnel, and recruited the Mutinex GrowthOS platform to help measure marketing effectiveness.

Mutinex provided its GrowthOS marketing mix modeling platform, which features a time-varying model that measures how long the impact of different advertising campaigns lasts. This allowed Youi to compare creative effectiveness, identifying which campaigns had a longer-lasting "adstock" and higher return on investment. Using Mutinex, the marketing team gained the ability to not only analyze past performance but also to run forward-looking scenario planning, helping them optimize both media buys and creative approaches to ensure future investments drive profitable outcomes.

Youi

Angela Greenwood

Chief Marketing Officer