Measuring brand advertising impact across the Nordics — and turning insight into momentum for If Insurance – the leading property and casualty insurance company in the Nordics
THE OVERVIEW
If Insurance
CLIENT
If Insurance
If Insurance
INDUSTRY
Insurance
Insurance
SOLUTIONSCross-Market Measurement Framework
If is the leading property and casualty insurance company in the Nordics, with over 3.9 million customers and a 20% market share across Sweden, Finland, Norway and Denmark. Part of the Sampo Group, If combines scale, trust and innovation to help individuals and businesses feel secure in their everyday lives. In 2024, If was looking for strengthened and holistic brand advertising insights beyond testing individual creatives— and turned to Nepa to ensure that every market move was grounded in insight.
THE CHALLENGE
A framework for direction
With a refreshed advertising concept and an evolved media strategy focused on long-term growth, If needed more than tracking — they needed a framework for direction.
The goal: Understand the full, long-term impact of brand advertising across four distinct Nordic markets, while ensuring all teams operated from a unified strategic playbook. The challenge was achieving consistent, actionable measurement in Sweden, Finland, Denmark and Norway.
The Approach
A clear perspective on brand performance evaluation
Nepa was selected as If’s insights partner based on our scale, experience and collaborative way of working. We shared a clear perspective on brand performance evaluation — and co-developed a structured measurement framework built around five proven principles:
- Balance long- and short-term activity
If’s communication strategy combines brand-building with tactical messaging to drive a clarified brand position, increase preference, and support sales. - Reach the right audience in the right channels
A cross-media approach allows If to reach broad target groups efficiently across all Nordic markets. - Be consistent with investment and creative
A strong and stable creative concept — with room for inspiring variation — keeps attention high and messaging relevant. - Ensure clear links to the brand
Distinctive brand assets and standout messaging support recognition and maximise the impact of advertising. - Create emotional resonance
If’s communication connects with real-life situations, building emotional impact that strengthens brand affinity.
By aligning around this model, we enabled If to track both creative performance and media effectiveness across all regions — turning campaigns into learning loops.
THE IMPACT
A shared framework that empowers teams
If consistently performs above Nepa’s advertising effectiveness benchmarks — across all five principles. The collaboration has created a shared framework that empowers teams to fine-tune campaigns, invest smarter, and strengthen the brand in a measurable, sustainable way.
“We are extremely happy with our collaboration with Nepa in evaluating the impact of our advertising. The results are presented in an easily understandable manner, making it easier for us to gain actionable insights to further develop our communication.”
Anssi Soini, Nordic Insight Manager, If Insurance
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