As Napo began reducing its reliance on price comparison websites for new leads, I was tasked with strengthening our sales funnel.
I took initiative to identify our most profitable segments and develop a campaign specifically for them, driven by targeted social ads and high intent search. Once the idea got approved, I teamed up with Vova Malostev (Brand Design) and Lucy Talbot (Content Design). Together we workshopped and delivered messaging, ad creative and landing pages directed at the owners of French Bulldogs.
Headquarters
London, UK
Founded
2022
Industry
Pet Insurance
Company size
50-100 people
Challenge
With the cost per acquisition pushing upwards across performance marketing, the company needed to develop a new acquisition strategy and start getting more valuable sales with our target segments.
Results
Within the first three weeks of the campaign running, we've seen +46% in sales to French Bulldog owners. We also reduced our cost per acquisition fir the segment by 17%
+46%
Sales to Frenchies
-17%
Cost per acquisition for Frenchies
£30k
Written in GWP
Process
Research & Analysis: I worked with Data Science team to identify which breeds have the best book performance and particular health issues that Napo is good at covering. After shortlisting top 5, we've gone for Frenchies as the main one. Then I conducted desk research and a limited number of user interivews to identify Frenchie owners' attitude to pet care and insurance.
Ideation Workshop: I ran an ideation session with the Marketing team. We reviewed the insights from user research and collaborated on messaging, creative direction and UX modules for the campaign. This became the jumping off point for the final brief, deliverables and execution.
Wireframing & Prototyping: Using top-voted ideas from the workshop, I developed UX modules for the campaign. I worked closely with Palma Tortorella (Marketing Manager) to align on our key points and get them across in both ads and UX.
Building for impact: In order to save the company time and money, I pitched Framer a the main marketing campaigns platform. The idea was supported by Leadership, and I've built the campaign pages on my own, only liaising with engineers to set up data tracking events.
Visual Design & Style Guide: The visual style and assets I developed with the Creative for this campaign have proven scaleable and have since been used across other channels. Next step in Napo's brand evolution will be setting up a fully integrated brand system.
“Natasha demonstrated both leadership and keen eye for detail in Frenchies campaign. She was able to conceptualise and execute it beautifully, and the sales are here to prove it.”
Amy Wei
Principal Product Manager
