How I increased ASDA Money’s leads by 390%

Services | Ad Design & Creative Strategy

Project Details:

As a strategic creative leader at THG Studios, I partnered with ASDA Money to develop several high-impact paid social campaigns, each designed to increase visibility, engagement, and lead generation for ASDA Money’s diverse product offerings.

My approach included:

  • Data-Informed Design: Analysing performance metrics to shape creative strategies tailored to each campaign’s unique goals.

  • Creative Direction: Leading design and development across multiple ad assets, each created with cohesive messaging to build brand consistency while testing distinct approaches.

  • Post-Campaign Reporting: Delivering insights to optimise future campaigns by analysing results and refining strategies based on data.

Driving Record-Breaking Performance through Data-Driven Insights

Over the full duration of 2024, I planned and designed every paid social ad for ASDA Money. Here’s an overview of the campaigns I ran.

Simple white abstract background underlay

By combining data-driven insights with a responsive approach, I crafted high-performing creative solutions that aligned with ASDA Money’s strategic goals, driving impactful results at each stage of the process.

Data-driven process diagram showing steps: New Brief, Plan, Research, Ideate, Design, Execute, and Assess for ASDA Money project.

Here's a preview of the work and results I delivered for specific campaigns over 2024

ASDA Money roadside assistance available 24 hours a day, 365 days a year, with a mechanic standing by a car.
ASDA Money fixing 9 out of 10 vehicles at the roadside, with a mechanic changing a tyre.
ASDA Money roadside cover offering six callouts a year, featuring a woman calling for assistance next to her car.
ASDA Money roadside cover starting from £27 a year, showing a mechanic working on a car tyre.

Breakdown Cover Campaign

For the Breakdown Cover campaign, I employed a strategic, data-driven approach by testing five distinct messaging angles. Each message highlighted unique selling points—like affordability, convenience, and reliability—to determine what resonated most with the target audience. This allowed us to refine the creative direction based on real-time performance, ensuring maximum impact and engagement.

Results:

  • Impressions: +159% vs. forecast

  • Reach: +58% vs. forecast

  • Link Clicks: +226% vs. forecast

  • Leads: +456% vs. forecast

Man featuring ASDA Money Jaja credit card, promoting a 10% offer
Woman advertising ASDA Money Jaja credit card with 10% cashback on ASDA spend.
An ASDA Money credit card paid social ad with a 10% cash-back offer
ASDA store employee highlighting ASDA Money Jaja credit card with cashback benefits.
Man holding ASDA Money Jaja credit card, promoting rewards for everyday purchases.
Woman holding ASDA Money Jaja credit card, highlighting cashback benefits.
An ASDA Money credit card paid social ad that says "Get rewarded for things you're already buying"
ASDA store employee showcasing ASDA Money Jaja credit card, emphasising customer rewards.

Credit Card Reactivation Campaign

For the credit card reactivation campaign, I crafted a dual-message strategy, testing both brand-focused and discount-driven approaches to engage our audience. After identifying top-performing creatives, we developed four distinct asset variations to optimise effectiveness. This approach allowed us to assess the impact of each message style and pinpoint the most resonant assets, maximising engagement and driving a high rate of reactivations.

Results:

  • Impressions: +38% vs. forecast

  • Reach: +186% vs. forecast

  • Partner Exits: +45% vs. forecast

  • Applications: +274% vs. forecast

Motorcyclist riding on a rural road with text overlay: Compare motorbike insurance quotes through ASDA.
Motorcyclist on a green sports bike with gradient background and text overlay: Compare motorbike insurance quotes through ASDA.
Motorcyclist with a sport bike in a forest setting with text overlay: Compare motorbike insurance quotes through ASDA.
Motorcyclist with a green helmet close-up, with gradient background and text overlay: Compare motorbike insurance quotes through ASDA.

Motorbike Insurance Campaign

For the credit card reactivation campaign, I crafted a dual-message strategy, testing both brand-focused and discount-driven approaches to engage our audience. After identifying top-performing creatives, we developed four distinct asset variations to optimise effectiveness. This approach allowed us to assess the impact of each message style and pinpoint the most resonant assets, maximising engagement and driving a high rate of reactivations.

Results:

  • Impressions: +224% vs. forecast

  • Reach: +84% vs. forecast

  • Link Clicks: +82% vs. forecast

  • Leads: +433% vs. forecast

Impact and Takeaways

Each campaign achieved significant results, with lead generation and engagement far exceeding expectations. Through a blend of creative strategy, data insights, and targeted design, I was able to elevate ASDA Money’s online presence and effectively drive customer engagement. These campaigns demonstrate the power of cohesive creative direction combined with data-led decision-making to achieve ambitious marketing goals.

Ready to drive results with data-led creativity? Let’s connect and bring your vision to life.