← All case studies
Insurtech · travel insurance
Butter: a 40% hook rate in one of the most competitive categories there is
40%
hook rate, against a 25% sector benchmark
At a glance
- Hook rate
- 40%
- Sector benchmark
- 25%
- CAC vs sector average
- a quarter of it
- Category
- travel insurance
- Outcome
- acquired in 2025
The engagement
- Timeframe:
- Acquired in 2025
Results
40%
hook rate
against a 25% sector benchmark
4x
better CAC than the sector average
stated as a quarter of the sector average
What we did
- Creative built for a category where nobody wants to think about the product until the moment they need it.
- Hook-first production, tested against the sector benchmark rather than against the brand's own back catalogue.
What we do not publish
Butter's buyer was not disclosed publicly and we do not name one. Their spend and revenue are not ours to publish.
Questions
What is a good hook rate for a paid social ad?
It depends on the category. In travel insurance the sector benchmark sits around 25%, and Butter's creative ran at 40%. Hook rate measures the share of viewers still watching after the first three seconds.
Was Butter acquired?
Yes, in 2025. The buyer was not disclosed publicly. Exposure produced their performance creative; the acquisition is context, not a claim of causation.