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Audience led Video Creative

Simply Business is one of the UK’s largest business and landlord insurance providers with a strong focus on using technology and data to drive rapid growth. Specializing in small businesses, the company has helped 3 million customers in that sector since 2005.


Increase in brand interest


Increase in prospects


In incremental CPA

The Challenge

In order to grow their existing customer base, Simply Business approached Brainlabs with the challenge of generating high-intent, small business leads through Display, Native and Video upper-funnel branding activity. From this, Brainlabs were tasked to generate audience lists that could easily be reached by Simply Business’ in-house remarketing team at scale.

How we helped

New custom intent audiences were built through DV360 based on keywords and phrases searched, as well as sites previously visited. These were introduced throughout the campaign, resulting in 34 unique audiences, each with different personalities, interests and browsing behaviours. From here, each audience received a creative tailored to the industry with which they were most aligned.

To prove this approach worked, a geographic testing strategy was devised that aimed to show whether programmatic activity was having measurable uplift in specific regions. After selecting eight similar locations, we allocated 15% of our campaign budget towards these geo tests, and began to simultaneously turn off ads in one location, while leaving them on in the other.

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