Leadway
The Brief
Leadway wanted to drive leads and customer acquisition for four of its core products — Auto Insurance, Travel Insurance, Term Life Plan, and Target Plan. The task was clear: create work that not only generated conversions but also strengthened brand connection.
Creative Approach
We combined data-led precision with bold creativity. Using historical performance data and customer insights, we mapped ideal journeys and designed two key conversion paths tailored to different audience segments.
On the media side, we launched well-timed tactical campaigns across Google Display, Search, Performance Max, Meta Ads, and Twitter Ads, while also amplifying reach through organic SEO, social content, and community engagement.
On the creative side, we focused on bringing the brand closer to people. Striking visuals, narrative-driven video campaigns, and thoughtful design assets worked hand-in-hand with tactical media buying — ensuring that every touchpoint balanced clarity, value, and human connection.
Creative Direction
Storytelling over selling: Campaigns used cinematic storytelling and lifestyle visuals that positioned Leadway as more than just insurance — but as a trusted partner in everyday life.
Consistent brand language: Always-on brand assets maintained a strong identity while product-specific creatives communicated distinct value propositions.
Data-driven timing: Campaign bursts were aligned with customer decision windows (travel season, policy renewals, lifestyle milestones).
The Results
The blend of design + data paid off.
Campaign Metrics:
Impression Share: 62%
Cost Per Acquisition (CPA): ₦5,900
Return On Ad Spend (ROAS): 5.2x
Outcome
By combining sharp audience segmentation, creative storytelling, and tactical media execution, Leadway was able to not only meet its acquisition targets but also deepen emotional resonance with its audience. The result: campaigns that converted, and a brand expression that endured.
