House of Marketers Helped NN Insurance Win Gen Z & Millennials Trust Across Europe

The insurance industry is known for its complexity. Policies are filled with technical language, products can feel impersonal, and younger generations often see the category as distant or irrelevant. For NN Insurance, a global financial services provider with a strong reputation in life and health insurance, this challenge was especially clear in Romania, Poland, and Greece – three markets where brand recognition was low and emotional connection with younger consumers was limited.

To overcome these barriers, NN Insurance partnered with House of Marketers, the leading TikTok Marketing Agency, to design a multi-market influencer campaign that would not only raise awareness but also build trust with Gen Z and Millennials.

The result? 6.9M video views, a 48% increase in brand awareness, 44% brand favourability uplift over consumers, and a 34% jump in customer recommendations. NN Insurance also saw a significant uplift in sales intent.

Here we break down the strategy, execution, and results that made the campaign a success. 

Read NN Insurance Influencer Campaign Case Study Here

Who is NN Insurance?

NN Insurance is an international leader in financial services with decades of experience in providing life, health, disability, pension, savings and more insurance products. With millions of customers worldwide, the brand is built on financial strength, reliability, and customer care.

But while NN enjoys strong recognition in established markets, in Central and Eastern Europe the challenge was different: insurance was seen as technical, intimidating, and impersonal. For a younger demographic that values authenticity and relatability, NN needed to rethink how to connect with this audience.

The Problem

Across Romania, Poland, and Greece, surveys showed:

• Low levels of brand awareness compared to competitors.
• Weak emotional connection with younger generations.
• A perception that insurance was too complicated to understand.

Traditional marketing wasn’t enough to solve this problem. What NN needed was a content strategy that simplified insurance, built trust, and made it culturally relevant.

This is where House of Marketers came in.

The Target Audience

The campaign targeted a broad demographic of 18–50 year olds, but with a particular emphasis on Gen Z and Millennials—groups shaping financial habits earlier than previous generations.

• Regions: Romania, Poland, Greece
• Interests: Financial planning, lifestyle improvement, family wellbeing
• Mindset: Open to learning about insurance but resistant to traditional, corporate messaging

These audiences spend significant time on TikTok and Instagram, making influencer-led content the ideal bridge.

The Strategy

House of Marketers designed a strategy to make insurance accessible, relatable, and shareable.

1. Creator-Led Storytelling

Instead of pushing scripted ads, the campaign partnered with 15 influencers and 2 UGC creators. Each creator was chosen for their ability to tell authentic, culturally relevant stories in their own style.

For example:

• In Romania, creators framed insurance around family values.
• In Poland, the content leaned into financial security and planning for the future.
• In Greece, storytelling highlighted personal independence and freedom.

This approach meant that the content didn’t feel like “ads”, it felt like trusted advice from creators that audiences already followed. A designated team with experience in these regions and the industry adapted content to each region, taking into account the cultural differences and the biggest concerns of the populations in each region. The benefit of a fully remote team allowed our agency to understand these cultural complexities.

@mmstanislawskie

[Współpraca reklamowa z @Nationale-Nederlanden Polska ] Zawsze dążymy do zdrowego życia, ale musimy być przygotowani na wypadek, gdyby – nie daj Boże – coś się stało. Dzięki Nationale-Nederlanden wiem, że w przypadku poważnego zachorowania otrzymam niezbędne wsparcie.Chcę mieć nie tylko pomoc finansową, ale dostęp do usług medycznych. Sprawdź link w moim bio, aby dowiedzieć się więcej o Ubezpieczeniowym programie wsparcia w chorobie. #healthtok #ubezpieczenie #UbezpieczenieTikTok #ubezpieczeniowePorady #ubezpieczenioweTriki #AgentUbezpieczeniowy #ZasadyUbezpieczeniowe #RoszczenieUbezpieczeniowe #ubezpieczeniezdrowotne #bohaterowieZdrowia #ZdrowyStylŻycia #bądźZdrów

♬ dźwięk oryginalny – Teściowa i synowa | 60K+

2. Influencer Content and User-Generated Content (UGC)

To reinforce authenticity, House of Marketers incorporated influencers and UGC into the mix. Everyday creators shared their perspectives, sparking organic conversations that made the campaign feel less polished and more real.

3. Cultural Adaptation Across Markets

Rather than running a one-size-fits-all campaign, each market had localised messaging. This ensured that NN Insurance wasn’t just another foreign brand trying to sell policies but a company that understood cultural priorities.

4. Paid Boosting for Scale

While influencer content generated organic engagement, House of Marketers amplified the most effective videos with targeted ad spend. This boosted reach in high-priority regions and ensured both awareness and conversions were achieved.

The Results

Together House of Marketers, and the NN Insurance team were able to drive a significant uplift in purchase intent. The numbers speak for themselves.

• 6.9M video views across three markets
• +48% brand awareness in key demographics
• +44% brand favourability uplift, showing stronger trust and emotional connection
• 34% increase in likelihood to recommend NN Insurance to others
• 28% uplift in word-of-mouth marketing
• 325K UGC views and 8K direct site visits

These outcomes demonstrate not only short-term awareness but also long-term shifts in brand preference and loyalty, as well as increased purchase intent.

Why It Worked

Several factors made this campaign stand out:

1. Relatability Over Complexity

Instead of bombarding audiences with technical details, the content simplified insurance into bite-sized, emotional stories. This approach made the brand more approachable and trustworthy.

2. Trust in Local Influencers

By working with influencers who already had credibility in their communities, House of Marketers helped NN Insurance tap into pre-existing trust networks.

3. Multi-Layered Approach

The combination of influencers + UGC + paid ads ensured that NN Insurance not just created awareness but reinforced the message at multiple touchpoints.

4. Cultural Sensitivity

By tailoring messages to each country’s cultural values, the campaign avoided generic content and delivered regionally relevant storytelling.

Key Lessons for Brands

This campaign offers valuable lessons for other industries trying to connect with Gen Z and Millennials:

1. Simplify Complexity: Even industries like insurance or finance can thrive on TikTok and Instagram if the message is simplified.
2. Creators First: Trust creators to tell stories in their own way—audiences value authenticity over polish.
3. Think Local, Act Global: Multi-market campaigns need cultural nuance to resonate deeply.
4. Blend Organic with Paid: The strongest campaigns combine authentic influencer content with smart paid amplification.

Conclusion

By partnering with House of Marketers, NN Insurance achieved what many financial brands struggle with: turning a complex product into a relatable, shareable conversation. Since then we have scaled across new regions including Slovakia.

The campaign not only delivered millions of views but also significantly boosted trust, brand favourability, and recommendations in three important European markets.

For brands looking to connect with Gen Z and Millennials, the NN Insurance case study proves one thing clearly: when you put creators at the heart of your strategy, even the most serious industries can win trust and attention.

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