Paid media for a children’s money card
How paid search, social lead generation and affiliates were joined up to turn parents’ interest in nimbl into sign-ups for its children’s money card.
PAID MEDIA
The challenge
nimbl is a pocket money card and app for children, with controls for parents. After it became part of Caxton in 2023, the business wanted to increase subscriptions and attract more customers in a market with established competitors.
Its wider plans also included retaining the families already using the card. This case study focuses on the paid media work to acquire new customers.
My role
From 2023 to 2024, I led paid media across Google Ads, Meta and affiliate partnerships, including creative optimisation and conversion tracking.
What I worked on
Google Ads and landing pages
I separated campaigns into brand, generic and competitor searches and worked on landing pages that matched what people were looking for.
Lead generation on Meta
I launched campaigns offering parents free worksheets to download. These gave people a useful introduction to nimbl and allowed the business to collect leads from relevant audiences.
Affiliate partnerships
I relaunched the affiliate programme with partners including Finder. Cashback and cost-per-acquisition offers added another way to bring in customers, with partner payments tied to acquisition.
Creative and measurement
I reviewed creative performance and kept the message consistent across channels. I also addressed gaps in conversion tracking to improve the information available for campaign decisions.
What changed
Subscriber sign-ups and card activations increased year on year. The worksheet campaigns brought in low-cost leads, and Finder became a cost-per-acquisition channel for new customers.
Search, social lead generation and affiliates each had a defined role in customer acquisition, with consistent messaging across the campaigns.
Are your paid channels working towards the same goal?
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The Creative Shak
Performance marketing consultancy led by Alessia.
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