How First Title Improved CTR by 34% MoM Through Stronger Creative

Between December and March, campaign data revealed a consistent pattern: users were seeing the ads, but engagement and conversion behaviour remained inconsistent.

Several factors were contributing to the pressure:

• Low category awareness and high cognitive load
• Seasonal slowdowns across December and January
• Interest rate uncertainty impacting consumer confidence
• A March website migration that disrupted tracking and conversion visibility

But beyond the external pressures, one core issue became increasingly clear: the product was being explained but not felt.

Traditional messaging focused heavily on what title insurance was, rather than why it mattered in real life. Users needed to understand the risk emotionally and immediately.

The question shifted from “How do we drive more traffic?” to: “How do we make the value of the product click faster?”

One of the biggest learnings throughout the engagement was recognising that people do not naturally think in insurance terminology during a property purchase. Buyers think about stress, uncertainty, expensive surprises and protecting one of the biggest financial decisions of their lives.

The existing creative was informative, but often too product-led and formal for how users actually consume content on social platforms. In-feed behaviour favours content that feels immediate, relatable, and emotionally recognisable.

Together with First Title, we identified an opportunity to reposition the communication strategy around real-world scenarios and problem recognition rather than technical product education.

So instead of asking users to first understand title insurance, the creative needed to first help them recognise the risks they were already worried about. That insight became the foundation for the creative evolution.

Creative moved away from feature-heavy messaging and toward real-world consequences and relatable concerns. Messaging focused on:

• Hidden property risks
• Unexpected legal or financial complications
• Scenarios buyers could immediately recognise and emotionally connect with

This helped simplify the category and align communication more closely with how users actually make decisions.

The creative direction evolved from static and corporate toward content that felt more conversational and native to social feeds. This included:

• Scenario-led storytelling
• Customer-style narratives
• Softer, less formal copy

The shift helped make the brand feel more approachable while reducing the intimidation often associated with insurance messaging.

As the strategy evolved, groundwork was laid for a broader creator and UGC-led direction. This included:

• Exploring TikTok as an emerging platform opportunity
• Developing creator-style assets
• Testing communication formats designed to feel more authentic and socially native

Rather than treating UGC as a quick performance tactic, it was positioned as the next stage in making the category more relatable and accessible over time.