Listen

We engaged with Confused.com on a six-month contract to develop and execute TikTok content whilst they developed their wider social strategy. The audience challenge was clear:

  • Infrequent Purchases – Consumers typically purchase insurance once a year, and is a cost based decision, making brand loyalty difficult.
  • Necessity vs. Passion – Insurance is a necessity, not a passion-driven purchase.
  • Brand Visibility – How does a non-contact brand become relevant and engaging on TikTok? Not everything can cut and paste Currys who have staff and products, as well as a physical space to engage in conversation on the shop floor to showcase customer web experience.
  • Organic Social – Our focus was on organic social only, with no paid support, post boosts or influencer partnerships.
  • Leveraging the New Brand Platform – Incorporating the new brand platform including the confused.com  ‘Whistle’ concept effectively whilst aligning with TikTok’s culture.

Create

To work through these challenges, we established a content framework that balanced brand presence with entertainment value. The key pillars guiding the creative approach were:

  • Humour
  • Trending & Relevant
  • Engaging
  • Creative

Key Themes

  • Pets, Travel, Car, Home, and Van Insurance – Connecting with relatable life moments.
  • Sub-Cultures – Engaging with communities without being overly promotional.
  • Rewards – Showcasing benefits 
  • The Whistle – Integrating the new brand platform subtly but effectively.

The Process

  1. Content Planning – Mapping out themes and aligning them with trends and relevant content
  2. Creative Development – Developing themes and ideas based on ‘no idea is a bad idea’ philosophy for the test, learn, churn phase. 
  3. Execution – Bringing concepts to life using:
    • AI & Editing Tools – Utilising CapCut, captions, and trending audio.
    • Staff Participation – Using voiceovers, props, and in-office filming.
    • On-Street Engagement – Conducting vox pops to capture public opinion.

Types of Content

  • Vox Pops – Engaging street interviews capturing real reactions.
  • Office-Based Content – Showcasing behind-the-scenes and staff involvement.
  • Memes & Reactions – Creating relatable, shareable moments.
  • Expert Guides – Using confused staff and green screen effects to provide useful and interesting insights into key areas such as travel tips.
@confused.com

From the office to the finish line! 🏅🎉 The Confused.com team had a blast running the #CardiffHalf and raising money for @sheltercymru ♥️ #halfmarathon #running #RunTok #cityrun

♬ original sound – confused_com

Deliver

The ‘test, learn, churn’ methodology allowed us to refine content based on performance, eventually aligning the content closer to brand objectives. By the end of the contract, we had:

  • Developed a regularity and consistency of posting.
  • Explored how creative blended entertainment with brand messaging.
  • Ensured the ‘Whistle’ was teased across posts and explored with humour.

Our partnership with Confused.com looked to understand the power of a structured, insight-led approach to organic social content—transforming a traditional brand into an engaging and relevant TikTok presence.

Other learnings:

  • People based content works.
  • Relatable messaging with key soundbites. 
  • Interesting / search based topics are a must.
  • Not branded / sales led content – not what people are on the platform for.
  • ‘Test, learn, churn’ is the best way to go.

If content doesn’t work or under performs the first time, it doesn’t mean the content is poor. There are ways to tweak it, look at the hook, look at subtitles, look at trending sounds and audio and go again. Do not be concerned about people who see the content twice, helping the content reach more people for the first time is more important. With a platform such as TikTok, users are constantly learning and evolving – what days, what times of posting are ‘best’ and all of this forms better decisions to be made.

Services Used

Video Branded Content Sponsorship Activation Social Media Strategy Creative

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Ben Rigby, Marketing Manager

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We’ve used JMP for several years and what makes them so great is not just the quality of their work, but the brilliance of their people. The culture of the business clearly shines through. The work is always a fantastic standard, on brief, on time, innovative and creative. Five stars.

Nabil Hassan, Digital News Manager & Communications Manager

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JMP is a true partner for us. They have embraced our ambition and are able to offer us a full service from research to pre and post-production. In a world where brands are looking more and more for fast turnaround ‘premium social’ output that is affordable, JMP could not be better placed.

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