MAPFRE España shows how authentic connections can help companies build their brand

As consumers have more choice of content, products and information, it can be important for brands to go above and beyond to engage with their customers. By leaning into new innovations and meeting consumers where they are, brands like MAPFRE España have been able to foster lasting connections and build meaningful loyalty.

Amazon Ads sat down with insurance company MAPFRE España at Mobile World Congress in Barcelona, Spain, to explore how the brand cultivated relationships with new customers in 2021 and how innovation is helping them grow their business.

Mónica García Cristóbal, Head of Transformation at MAPFRE España, said that the company is always thinking about ways they can serve their customers’ needs at the right time. And they try to be adaptable because those trends and needs are constantly changing.

“Customers are much more informed, and therefore they have higher expectations from brands,” Cristóbal said. “And companies like us have to understand that customers have changing needs.”

Creating advertising with relevant messaging for customers is one of the ways MAPFRE España is trying to meet their customers’ needs in an authentic way.

According to a Kantar study, 54% of global consumers prefer to see ads that are relevant to their interests and needs.¹ And another study by Kantar and Amazon Ads found that 31% of US consumers say their most recent insurance purchase was due to changes in their lives like getting married, buying a home or having children.² In order to help customers make more informed decisions about how to purchase insurance, MAPFRE España has focused on how they connect with their audiences.

For instance, MAPFRE España streamlined their value proposition so that is was simple to understand the brand’s purpose and developed relevant messaging for their audiences.

In 2018, the company started using Twitch to engage with younger adult audiences who were watching eSports gaming and content. Although the experience was new for the company, Cristóbal said leaning into different advertising methods and technology was important for the company to do in order to build stronger connections with key audiences.

To reach broader audience segments, MAPFRE España used Amazon DSP. The brand used keywords related to insurance, but also other categories like style, cars and home in order to engage audiences who may be considering purchasing new insurance. The campaign results exceeded the brand’s expectations. They saw a 100% improvement in click-through rate.³ And their conversion rate increased by 27%, which was a significant improvement for the brand, according to Cristóbal.⁴

Building an authentic relationship is all about building trust, Cristóbal added. And brands have to build that trust over time.

“It was a very different way for our brand to be communicating, but we were learning and listening to audiences, and working to understand their needs and meet them where they were,” Cristóbal said. Therefore, by showing up in an authentic way, as MAPFRE España did on Twitch, brands can start building trust with audiences.

Finally, Cristóbal recommended that brands try to reduce friction for their customers by making product and information easier for customers to discover. “We really want to place customers in the centre of what we’re doing and provide a seamless and frictionless experience. And that's why we launched our Alexa Skill,” Cristóbal said.

“From a personal experience, my dad is 85 years old and it’s difficult for him to read on small devices. So, he uses Alexa at home to listen to the news and get the information he needs. Being where customers are, and meeting their needs is something we’re passionate about. We want to show up in meaningful ways, and really listen to what customers want,” she said.

Brands looking to build authentic connections with audiences may want to consider using Amazon DSP to reach relevant shoppers.