Meta-Driven Strategy Delivers +98% Policy Growth

The Challenge

Rescue My Car’s paid social campaigns relied heavily on text-heavy creative that explained features but didn’t connect emotionally. The audience needed to feel the urgency and reassurance that breakdown cover provides — not read about it.

Our Approach

We shifted from rational, feature-led messaging to emotion-driven visuals that resonated with the fear of being stranded and the relief of being covered.

What we did:

• Replaced text-heavy creative with emotion-led visuals
• Audience targeting optimisation on Meta to find high-intent segments
• Creative that tapped into real customer scenarios and pain points
• Continuous optimisation of placements and bid strategies

The Results

• +98% increase in policy purchases — the emotion-led approach nearly doubled conversions
• -62% reduction in cost per purchase — more efficient at every level
• Proved that in insurance, emotional resonance outperforms feature lists every time