Background

MoneyOwl is a financial advisory firm in Singapore, offering a variety of services including:

Insurance Comparison: Helping clients compare and find the best insurance policies based on their unique needs.
Bionic Financial Planning: Through an AI-driven advisor, MoneyOwl provides clients with comprehensive financial plans based on their current financial situation and future goals.
Investment Solutions: Tailored investment strategies designed for individuals with varying levels of financial literacy, offering options based on risk tolerance and financial targets.

MoneyOwl aimed to make financial planning and investing more accessible, regardless of a person’s financial background. However, they faced significant challenges in driving conversions and reducing acquisition costs through their digital campaigns.

To overcome these challenges, Brew Interactive implemented a comprehensive strategy to restructure the campaigns, redefine audience targeting, and optimise creative assets across multiple platforms:

1. Simplified Campaign Structure

We overhauled MoneyOwl’s overcomplicated campaign structure, streamlining it to make management and optimization more effective. By restructuring the campaigns into clear, goal-oriented segments, we were able to track and optimise performance more efficiently.

Simultaneously, Brew’s project lead organised weekly meetings with MoneyOwl’s team to discuss the number and quality of leads that were being received. These engagements allowed the Brew team to quickly identify any potential issues and propose fixes/optimisations to improve campaign performance.

2. Clearly Defined Audience Segmentation

To maximise efficiency on ad spend and improve targeting, Brew implemented a more structured and strategic segmentation approach. We began by categorising audiences based on their specific needs and behaviours, allowing us to deliver ads to the right people at the appropriate stages of their financial journey.

This involved creating distinct segments for users interested in insurance, financial planning, and investments, enabling us to craft personalised messaging that resonated with each group. The result was improved engagement and a more efficient use of the advertising budget.

4. Fresh Ad Visuals

We created fresh static visuals for use across Google Display Ads, Meta, and programmatic advertising. These visuals were designed to be punchy and eye-catching, ensuring they grabbed attention in crowded digital spaces.

Each ad was crafted to highlight MoneyOwl’s services, with bold messaging to communicate the benefits of their bionic financial planning tool, insurance comparison, and investment strategies.

We also capitalised on the “cute factor” of MoneyOwl’s mascot by featuring it prominently across all ads. This endearing and recognisable owl served as a visual anchor, making the ads instantly identifiable and memorable.

Beyond its recognisability, the mascot helped create a friendly and approachable brand image, which resonated well with audiences.

By focusing on clear, impactful designs, we were able to attract and engage users, driving them to explore MoneyOwl’s offerings. The ads also featured strong calls-to-action, encouraging users to take the next step, whether that was signing up for financial planning or comparing insurance options.

5. Multi-Platform Campaigns

We ran campaigns across Meta, Google, and along with programmatic ads to broaden the reach while optimising each platform’s strengths:

We chose Meta to target users who were in need of insurance and financial planning but might not have actively sought out those services yet. Meta’s demographic and interest-based targeting allowed us to engage a broad audience, many of whom were unaware of MoneyOwl’s offerings.

We used static visuals to capture attention and drive interest. By testing various ad copies, we identified the most effective messaging that resonated with these users, leading to improved click-through rates (CTR) and engagement.

Google Ads was ideal for targeting high-intent users—people actively searching for solutions like insurance, financial planning, and investment services. After optimising the search campaigns with a focus on insurance-related keywords, we gained significant traction.

The introduction of Performance Max (P-MAX) allowed us to further enhance performance by automating bidding strategies and expanding reach to users with high purchase intent, resulting in improved conversions.

Our placements focused on sites with strong conversion potential, while also targeting those that delivered high click-through rates (CTR).

This approach allowed us to maximise both brand awareness and engagement, ultimately helping to expand MoneyOwl’s reach and acquire new leads efficiently.

Results That Matters:
Streamlining for Success