A UK car insurance specialist for young drivers built a structured awareness/consideration/conversion YouTube funnel — 218% conversion uplift, 6,196 net visits, 1,463 cross-channel attributed conversions, 50% lower CPA than search.
Marmalade is a UK-based car insurance company dedicated to young drivers and their parents, offering tailored solutions such as Learner Driver, Black Box, and Named Driver insurance. Their products help reduce costs and risks for new drivers.
Marmalade has collaborated with multiple digital partners across paid media, organic visibility, and PR. Recognizing YouTube's potential, they engaged Redefine Web to design a multi-layered paid video campaign for awareness and conversions across demographics.
Marmalade's paid campaigns focused on search and social, but YouTube remained untapped. The platform brought hurdles — audience overlap, unclear tracking, and weaker CPA results compared to SEM. They lacked a structured funnel moving users from awareness to conversion.
Attribution was also a concern. Video ads were undervalued due to last-click models. Without layered bidding, campaigns couldn't efficiently balance awareness + performance goals.
We designed a multi-layered YouTube advertising funnel aligned with audience intent. Awareness campaigns leveraged unskippable ads targeting parents and young graduates. Mid-funnel campaigns used skippable 30-second ads for clicks and engagement. High-intent users were captured through remarketing layers, anchored in custom intent and product-specific actions.
We redefined attribution through view-through reporting to accurately measure video's contribution across channels.
Awareness, consideration, conversion stages each with distinct targeting + KPIs.
Parents and young drivers reached separately with relevant messaging.
Cross-channel conversion modeling — captured 1,463 attributed conversions.
Optimized remarketing layers anchoring high-intent re-engagement.
Bid logic varied by stage to balance awareness + performance.
Marmalade achieved exponential results — 218% conversion uplift, thousands of new high-intent visits, and extended visibility into cross-channel performance. The campaigns reduced acquisition costs and validated video's role in broader digital success.
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