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AJ Bell Dodl
"The Realisation" campaign for investment app targeting first-time investors. We delivered 100% increase in inflows and 20% YoY growth in new accounts.
About This Project
AJ Bell Dodl: a no-nonsense investment app for first-time investors. Simple tools to take charge of your financial future, without the complexity.
The Brief
Dodl needed to encourage 'newbies' to invest with minimal risk. The challenge: make a new proposition speak to a fresh, often disengaged audience. We created "The Realisation" campaign - memorable characters keeping investment light and conversational, with the brand name woven into headlines.
What We Did
- Distilled customer insights and barriers to entry
- Ran collaborative creative briefing sessions
- Developed 6 campaign concepts
- Created copy lines for multi-variant testing
- Built digital assets for social, display, and web
- Developed internal campaign presentation for CEO and board
The Results
- 100% increase in inflows
- 20% YoY increase in new accounts opened
- 20% YoY increase in NFCs
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