The Situation: HSBC needed a boost in its customer acquisitions and was looking for creative test & learn proposals to help improve its performance.

The Solution: Between 2018-2019 I orchestrated and overlooked 29 experiments with 220 creative iterations. Tactics ranged from capitalizing on consumer insights to using behavioural economics triggers in a series of phases across Gmail, programmatic, native, and social platforms.

The Results: 90% of our experiments created a lift over our controls. And we made 16 optimizations in total, helping to improve creative performance across all digital channels. But the most valuable lesson of all was that despite popular belief, a combination of aspirational messages and offers are more effective at attracting new consumers than isolated rates or incentives.