CaseStudiesOnline.com

Friending a Meercat: How a UK Car Insurance Found Hard ROI with a Soft Mascot

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While American consumers might recognize “the Geiko gecko” from the insurance company’s marketing endeavours, consumers in the United Kingdom ended up with a market-comparing meercat: Alexandr Orlov.

The company’s primary product was a web site called “Compare The Market.”

Orlov had his (her? its?) own Facebook fan page, Twitter page, and Youtube video — which became so popular, the company produced a video of fake outtakes.

As for the results:

“In the first 3 days of the campaign over three quarters of the monthly quotes target had been achieved. The year on year uplift in quotes was 45% and vitally, over 50% of the site traffic in the first week was going directly to comparethemarket.com. Finally, the number of quotes is up by 90% on the same period last year.”
– Mashup