revX · October 13, 2025
Multiplied x Naked Insurance: Marketing That Moves the Needle
Insurance is one of those things nobody wants to think about.This is the truth that has informed Naked’s approach to marketing - and it’s why their campaigns feel nothing like the industry norm. Instead of complicated, fear-driven messages, Naked leans into simplicity, boldness and humour.
In our latest Multiplied conversation, we sat down with Liezel Swiegers, Marketing Manager at Naked, to unpack what’s really moving the needle for the brand.
Turning a “Grudge Purchase” Into Something Simple
Liezel admits upfront: “We’re selling a product nobody actually wants to buy.” Most people don’t want to spend headspace on insurance. They just want peace of mind knowing it’s sorted in the background.
That insight drives every decision. Instead of chasing attention with heavy, fear-based ads, Naked creates light, funny campaigns that remind people they can “get Naked anytime, anywhere” - without the stress.
The result? Insurance that is quick, easy and instant instead of a 40-minute phone call.
Killing the Cold Call
If there’s one channel Liezel could scrap forever, it’s call centre marketing. “Inconvenient, intrusive, ineffective,” she says. And she’s not alone - most of us can relate to dodging unknown numbers.
Naked has flipped the script by building a fully digital insurance experience. No endless hold music. No 40-minute calls. Just cover, on your phone, in minutes.
Growth That Came Unexpectedly
When asked about a small win that snowballed, Liezel’s answer was big: the COVID-19 pandemic.Lockdown accelerated digital adoption in South Africa. Suddenly, consumers who’d never have imagined buying insurance online were doing it comfortably. Naked was ready and even increased their CoverPause saving from the usual 50% to almost 90% for clients who paused their accident cover during lockdown in 2020. This resulted in growth that they couldn’t have engineered otherwise.
When a Tactic Doesn’t Land
For all the hype around influencer marketing, it hasn’t been Naked’s silver bullet. Insurance just isn’t a product people expect to encounter in their social feeds. While influencers shine in categories like fashion and food, Liezel says for their space it’s about finding the right fit - not forcing it.
The Hardest Lesson: Not All Growth Is Equal
Chasing leads, clicks, or vanity metrics might look good for a moment, but they don’t always create customers. Liezel explains that the big shift for Naked was moving from cheap growth to quality growth: prioritising retention, engagement, and trust over giveaways and quick wins.
That shift is why the Naked brand feels like it is built for the long run, not just the next campaign cycle.
Falling in Love With Billboards
Ironically, Naked started out vowing never to do traditional advertising. Six years later? They love it.
Billboards, radio, out-of-home - the “old school” channels add credibility and give Naked space to tell stories in ways digital sometimes can’t. “There’s still very much a place for above-the-line marketing,” Liezel notes. And judging by the feedback, the audience agrees.
Final Word
From scrapping cold calls to embracing humour, from rethinking growth to rediscovering billboards - Naked proves that what moves the needle isn’t always what you expect.
In their case, the most powerful strategy is respecting your customers’ time and making a “grudge purchase” feel almost effortless with tech.