Lifted Marmalade conversions 218% with a layered YouTube funnel
A UK young-driver insurer left YouTube untapped. We ran a layered awareness-to-conversion funnel with view-through attribution. Conversions climbed 218%.
UK car insurance built for young drivers and their parents
Marmalade is a UK-based car insurance company dedicated to young drivers and their parents. Their tailored products include Learner Driver, Black Box, and Named Driver policies designed to reduce costs and risks for new drivers.
Marmalade already worked with digital partners across paid media, organic, and PR. YouTube was the missing surface, so they engaged Redefine Web to design a multi-layer paid video campaign across the funnel.
Two audiences, untapped YouTube, weak attribution
Two distinct audiences
Young drivers and parents needed different creative, targeting, and messages.
Untapped YouTube
Video ads were undervalued because last-click attribution missed their impact.
Weak funnel bidding
Without layered bidding, awareness and performance goals fought each other.
Multi-layer YouTube funnel with view-through attribution
Multi-layer YouTube funnel
Awareness, consideration, and conversion stages each with distinct KPIs.
Audience-stage targeting
Parents and young drivers reached separately with relevant messaging.
View-through attribution
Cross-channel conversion modeling captured 1,463 attributed conversions.
Custom intent remarketing
Optimized remarketing layers anchor high-intent re-engagement.
Funnel-stage bidding
Bid logic varied by stage to balance awareness and performance goals.
Creative variation testing
Multiple video cuts run against each funnel stage for continuous lift.
Conversions up 218%, CPA 50% below search
Headline: +218% conversions, 6,196 net visits, 1,463 attributed conversions, -50% CPA vs search. Weekly cadence, funnel-tied.
Insurance quotes lifted 218% from the layered YouTube video strategy.
Net site visits generated by funnel-based YouTube campaigns.
CPA came in 50% below paid search, proving video ROI at scale.
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