A creative campaign delivering new leads

This project was undertaken by Sharp Sharp Director Steve McInerny in his freelance work as an Associate with Hoxby.

Invoice insurance startup Nimbla provided a brief to increase its rate of lead generation. Steve’s role in the project included creative lead and design duties. This entailed developing concepts for Facebook ads alongside a copywriter, and then designing emails and PDF ‘lead magnets’ – pieces of content to encourage the audience to submit their email address on the Nimbla website.

Various ad concepts were selected by the client for testing across a range of audiences. The ads were developed with a playful, informal style to suit the Facebook platform, where people may not be expecting to see B2B advertising. Performed well in testing, generating leads resulting in signups on the Nimbla website. We hope to see them continue to be used to increase traffic to the site.

A flexible visual style was developed for campaign emails, with key emails designed in detail to maximise response. Steve also designed landing pages in the same style, to ensure visual continuity across the campaign.

It was agreed early on to use an infographic-style for the lead magnets to help bring to life this serious topic. One of the PDFs laid out to show how to protect cash flow while highlighting the Nimbla’s benefits. The second, based around a ‘domino effect’ theme, was more statistic-led, so Steve structured the piece around domino-themed graphics and added a variety of bite-size charts in order to present the information in a digestible way.