Case LähiTapiola – Top results with native advertising
In March 2025, LähiTapiola implemented a native advertising campaign in cooperation with Sanoma. At the heart of the campaign was a story by influencer Viivi Rintanen, which was published on her own Instagram, on LähiTapiola's own website and in HS Vision. The campaign combined native advertising, influencer marketing and tactical advertising in a multi-channel approach.
"Research shows that the biggest reason not to buy life insurance is that it doesn't come to mind. Death is not talked about and therefore, preparing for it is not discussed. You have to find different ways and stories to get people to wake up to the subject. Our aim is that the discussion about life insurance should not be taboo. Life insurance is not for death, but for life," says Elsa Kuusela Silvasti, Marketing Manager at LähiTapiola.
The campaign generated exceptionally high quality traffic
Kuusela Silvasti says that native advertising works particularly well when you want to generate interest in a topic that is difficult to approach. The angle of the story and identification are crucial: a positive approach works better than scaremongering.
The traffic that came to LähiTapiola's website was of very high quality.
"The timing, the way the topic was handled and the choice of media were very successful. The native article worked really well as a source of quality traffic. It was our best media activity so far this year," Kuusela Silvasti praised.
"We measure the quality of traffic by whether a visitor uses a life insurance calculator. If you want to know what the insurance costs and you fill in your own information, you are likely to be very interested in the product."
The percentage of visitors who filled in the life insurance calculator from those who came through the campaign was exceptionally high.
"Normally, our conversion rate for the price calculator is around 35, varying a little depending on the month, but from the traffic that came through the campaign it was 87%. When you add in the fact that the volume of traffic was substantial, the figure is quite exceptional."
Life insurance is not necessarily bought on the spot. The decision to buy often requires reflection and discussions may take place with loved ones. Despite this, the results of the campaign were also reflected in sales.
"It was a really good month for us and the impact of the campaign as a whole was clearly visible," says Kuusela Silvasti.
This was our best media act of the year so far. The quality of traffic coming through native was exceptional and the conversion was top notch.
Topic and the media came together to deliver results
"The media choices are super important. Sanoma's channels reach, the reporting is of high quality and the value for money is really good," says Kuusela Silvasti.
In this campaign, issue and media came together in a way that delivered results.
Collaboration with Sanoma went smoothly, according to Kuusela Silvasti. In addition to the native, campaign included a display campaign in Sanoma's digital network.
Competition in life insurance has intensified, as LähiTapiola's competitors have also woken up and campaigned actively.
"We achieved a good result in this competitive situation. Although the campaign was compact in terms of time, we were able to make a really broad impact. We were able to leverage the topic in a multi-channel way."
Native advertising will remain in LähiTapiola's marketing communications toolbox in the future.
Summary of results
The traffic was high quality and engagement as measured by the use of the life insurance calculator.
The conversion rate of the Life Calculator was 87% of the traffic that came through the campaign, well above the normal 35% level.
The campaign was the best media activity of the year so far for LähiTapiola and it had a clear impact on sales the following month.
The native article was effective in creating awareness and interest, supported by tactical measures.
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