Top Influencer Marketing Campaigns Driving Success for Insurance Brands

If you think influencer marketing can’t work for insurance, you're underestimating just how much the landscape has shifted.

Insurance brands are quietly cracking the code — not by mimicking viral lifestyle brands, but by meeting people at financial and emotional crossroads where trust matters most. In a category known for skepticism and complexity, influencers aren’t just driving reach — they’re reframing the conversation around life, health, auto, and renter’s insurance with relatable storytelling, financial literacy, and real-life context.

What’s driving success? 3 consistent patterns:

• Alignment with niche authority figures (e.g., finance educators, wellness coaches, patient advocates)

• Content that informs first and sells second — often never mentioning the product directly

• Platform-native execution, especially on TikTok and Instagram, where algorithms reward storytelling over sales talk

These campaigns work not because they’re flashy — but because they translate policy jargon into practical meaning, lower the mental barrier to entry, and build credibility through consistency.

One campaign that’s absolutely crushing it in this new landscape? Income Insurance’s “Journey to Success” campaign, which turned the typical insurance pitch into a captivating travel narrative with a dash of wanderlust and a sprinkle of peace-of-mind coverage.

With a killer mix of travel influencers, stunning locations, and relatable content, they hit it big. Want to know how they did it? Keep reading to find out how this campaign is changing the insurance game. While at it, keep reading to explore the best campaigns for insurance providers.

1. Journey to Success: Income's Travel Insurance Campaign Soars with Influencer Power

In an age where wanderlust is as common as Wi-Fi, getting travel insurance to stand out can be a tricky adventure. Enter Income, the savvy insurer, who teamed up with the expert team at Narrators to launch a campaign that didn't just whisper about travel insurance—it shouted it from the rooftops of Bali, the beaches of Phuket, and the mountain tops of New Zealand.

The core of this campaign was simple: target the travel-savvy, peace-of-mind-hungry wanderer. Narrators brought together a curated squad of eight influencers, each with a unique passion for exploring the road less traveled. These creators weren't just influencers—they were storytellers, crafting Instagram reels that blended scenic views, local cuisines, and adrenaline-pumping activities with subtle yet effective calls to action for Income’s Travel Insurance.

From hidden hiking gems to urban food adventures, the campaign showcased the kind of moments that make travel unforgettable, all while highlighting the insurance that ensures you don’t lose sleep over the “what-ifs” of your next big trip.

Execution: A Visual Feast with Purpose

The beauty of this campaign wasn’t just in the breathtaking landscapes or the cool factor of the influencers. It was in the seamless integration of insurance messaging within compelling travel content. These weren’t the typical “Hey, don’t forget to buy insurance” type posts.

Instead, influencers subtly wove in the benefits of Income’s travel insurance amidst their authentic travel experiences. Whether it was exploring a remote village or savoring street food in a bustling city, the message was clear: with Income, travel comes with peace of mind.

View this post on Instagram

 

A post shared by Mongchin Yeoh (@mongabong)

Impact and Results

The results? Nothing short of a win. The campaign garnered over 200,000 engagements across the influencers' platforms, reaching a combined following of 1.1 million. That’s a whole lot of eyeballs on the peace-of-mind message that Income was eager to spread.

And let’s not forget: these weren’t just passive likes. This was high-quality, meaningful engagement from an audience primed to travel, which in turn led to an increase in travel insurance sign-ups in Singapore.

This case study serves as a prime example of how a strategic influencer campaign can blend brand messaging with engaging content. It’s proof that with the right influencers and the right story, insurance doesn’t have to be boring. Instead, it can be a key part of every traveler’s journey—and that’s the kind of marketing magic we all want in our feeds.

2. Travelers Insurance: Bringing ‘Unfinished Stories’ to Life Through Influencer Power

When you think of insurance, the first thing that likely doesn’t pop into your head is comic book heroes or viral TikToks. But that’s exactly the kind of creative twist Travelers Insurance embraced as part of its strategy to connect with the millennial and Gen-Z audience.

A daring move for an industry more often associated with stiff boardroom presentations than Instagram Reels, Travelers stepped into the influencer marketing game to make insurance as relatable as the latest viral meme.

This wasn’t just a 'throw a bunch of money at influencers' campaign. Travelers took a tailored approach, teaming up with comic creators like Gail Simone and Jim Calafiore for the Zaadii Comic—part of their ongoing "Unfinished Stories" campaign. The comic, based on the life of Zaadii Tso, a young boy killed by distracted driving, tugged at heartstrings while subtly reinforcing the importance of road safety and insurance.

The influencers weren’t just there to promote; they were part of a heartfelt narrative. And it worked. With 1.6 million organic impressions on Twitter, it was clear this comic wasn’t just a one-off fluke—it was a new way of telling a story.

Execution: From Comic Panels to Social Feeds

The key to this campaign's success? A mix of organic and paid influencer content. While the comic creators posted organically, Travelers also used paid influencers in the music space to further amplify their 2019 campaign surrounding distracted driving. These influencers boosted awareness on platforms like Instagram and Facebook, generating over 2.2 million impressions and nearly 780K views.

What Travelers cleverly tapped into was the ability of influencers to transform abstract concepts like "distracted driving" or "insurance" into something tangible and relatable. The influencers didn't just sell a product—they made the conversation real, helping younger generations see the personal relevance of insurance in their own lives.

Impact and Results

The numbers speak for themselves. In a crowded space where Millennials and Gen-Z are more likely to scroll through TikTok than watch traditional TV ads, Travelers’ influencer-driven campaign brought their message directly to the platforms young audiences actually use.

With over 2.2 million impressions from the paid campaign and more than 1.6 million organic impressions from the comic alone, Travelers made significant inroads into a younger, digitally-savvy demographic.

And while influencer marketing may still be a small piece of Travelers' budget, its success is hard to ignore, proving that the insurance giant is on track to lean into this channel even more.

In the end, Travelers’ influencer strategy not only reached new audiences—it also shifted the entire conversation around insurance, moving it from stiff boardrooms to the vibrant, engaging social spheres where Millennials and Gen-Z thrive. Who knew that making insurance “cool” could start with a comic book?

3. Dentolo’s Smile-Worthy Success: Turning Influencers into Insurance Converters

Who says influencer marketing is only for fashion or beauty products? When it comes to insurance, specifically, supplementary dental insurance (ZZV), the idea of blending social media with policies may seem like a stretch.

But Dentolo, the clever subsidiary of Zurich Insurance, proved that even the most "boring" products can go viral with the right strategy. And the results? Well, let’s just say the campaign’s performance could make even the toughest insurance agent smile.

Strategic Approach

With Dentolo’s goal of making supplementary dental insurance more understandable and accessible, Altitude—a strategic growth agency—knew they had to move beyond mere awareness. Sure, influencer marketing is often a great way to get eyeballs, but in this case, they needed to make sure the influencer content converted leads into actual customer contracts. Here’s how they did it:

• Content that Converts: Instead of just pushing the Dentolo brand, influencers were tasked with educating their audiences about the tangible benefits of ZZV. This wasn’t just about showing off a new product—it was about explaining how dental insurance could save money, the specifics of its coverage, and why it matters for people who might otherwise think “dental insurance” is just jargon.

• Diverse Influencer Pool: The campaign started small with five influencers in May, but by January, it had grown to over 100 influencers, including well-known names like Janine Wiggert and Cathy Hummels. These influencers, ranging from micro-influencers to industry giants, helped break down the complexity of dental insurance and made it relatable for their massive German-speaking audiences.

Execution: From Smiles to Sign-Ups

The beauty of this campaign wasn’t just the volume of influencers (over 100) or the impressive 17 million followers they collectively reached. It was the precision of the messaging and how well it resonated with the audience.

Influencers didn’t just “talk about” insurance—they shared real-world scenarios where supplementary dental insurance made sense. They demystified the product by explaining its value in a way that felt natural and genuine. And it worked.

View this post on Instagram

 

A post shared by Alina Höhn (@alinasreallife)

By leveraging Instagram Stories, dentolo's message reached over 4.1 million people, with story views turning into real, actionable results.

Results: Conversions Over Clicks

While reach and impressions are nice, conversion is the name of the game. And this campaign didn’t disappoint. Over 1,000 new contracts were signed, showcasing the power of influencer marketing when done right. This wasn’t just an exercise in vanity metrics—it was about turning digital engagement into tangible business outcomes.

So, what’s the takeaway here? Well, if influencer marketing can turn something as niche as dental insurance into a conversation that leads to new contracts, it’s clear that with the right strategy, even the most unexpected products can find their audience—and their buyers—on social media. A lesson every brand can learn from!

4. Safe Travels, Smart Choices: Allianz’s Influencer-Driven COVID Coverage Campaign

Trends and Takeaways for Forward-Thinking Insurance Brands

The analyzed campaigns demonstrate that personalized, influencer-driven content and a focus on transparency, education, and engagement are key to transforming insurance marketing. As the industry shifts toward digital-first strategies, integrating relatable influencers into the narrative builds trust and drives conversions.

Brands should leverage micro-influencers, design interactive user experiences, and embrace diverse content formats to stay relevant. The future? It’s all about innovation and authenticity in reaching next-gen audiences.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.