Marmalade, a car insurance company for young drivers, faced challenges in increasing visibility and driving conversions while balancing the needs of both young drivers and their parents. With a structured YouTube funnel, layered targeting, and remarketing, we boosted conversions by 218%, reduced CPA by 50%, and drove over 6,000 new site visits.
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. With products designed to help reduce costs and risks for new drivers, Marmalade has positioned itself as a trusted name in the insurance space. Their core audience includes not only young drivers but also parents seeking practical options for their children learning to drive or those who have recently obtained their licenses. Marmalade has collaborated with multiple digital partners to enhance its presence across paid media, organic visibility, and PR. Recognizing the vast potential of YouTube advertising to improve reach and conversions across demographics, Marmalade engaged Redefine Web to design a multi-layered paid video campaign that would boost awareness, attract the right users, and convert them into insurance quote requests. This partnership aimed to expand their market visibility and reduce acquisition costs while ensuring accurate measurement of impact across multiple marketing channels.
Marmalade faced the challenge of reaching two distinct audiences — young drivers and their parents — while driving measurable growth in conversions. Their paid campaigns focused on search and social media, but YouTube remained untapped, despite its potential for broader brand awareness.
The platform, however, brought hurdles. Marmalade struggled with audience overlap, unclear tracking, and weaker CPA results compared to search engine marketing. They lacked a structured funnel to move users from awareness to conversion while complementing other digital channels.
Attribution was also a concern. Video ads were undervalued due to last-click models, resulting in an underreporting of YouTube’s influence on conversions. Without layered bidding strategies, campaigns couldn’t efficiently balance awareness and performance goals.
Marmalade required a comprehensive approach on YouTube — one that engaged audiences at all funnel stages, improved efficiency, and closed attribution gaps by tracking both direct and view-through conversions.
Redefine Web designed a multi-layered YouTube advertising funnel aligned with audience intent, spanning awareness, consideration, and high intent conversion. Awareness campaigns leveraged unskippable ads targeting parents and young graduates, while mid-funnel campaigns used skippable 30-second ads to drive clicks and engagement. High-intent users were captured through remarketing layers, anchored in custom intent and product-specific actions onsite. With precise bidding strategies unique to each layer, conversions became highly cost-effective. We also redefined attribution through view-through reporting to accurately measure video’s contribution across channels.
Key steps included:
Through Redefine Web’s structured YouTube funnel strategy, Marmalade achieved exponential results with a 218% conversion uplift, thousands of new high-intent traffic visits, and extended visibility into cross-channel performance. The campaigns not only reduced acquisition costs but also validated video’s role in broader digital success.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
