- 40%
- hook rateagainst a 25% sector benchmark
- 4x
- better CAC than the sector average
- 2025
- acquired
- Hook rate
- 40%
- Sector benchmark
- 25%
- CAC vs sector average
- a quarter of it
- Category
- travel insurance
A 40% hook rate in one of the most competitive categories there is.
Travel insurance is a brutal category. Butter ran a 40% hook rate against a 25% sector benchmark and a CAC at a quarter of the sector average, then was acquired in 2025.
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.
Same engine. Different story.
Every story on this site ran on the same four moves. The story changes. The engine does not.
- 01Teardown
shows what already worked and exactly where it died.
- 02Live competitor tracking
lets us brief against what is winning right now.
- 03Demand mining
gives us the customer's words, so we never invent an angle.
- 04Dedicated creators, graded against the account
so winners compound into the next round.
Book your strategy call20 minutes. You leave with a plan either way.
