Agency
Location
Industry
Breaking through a crowded investment market
Challenge
AJ Bell entered 2023 at the start of their brand-building journey in the competitive D2C investment market. Despite being fourth by market share, their brand awareness lagged far behind competitors, and their broad target audience made it difficult to connect meaningfully. Investing was also perceived as complicated and unengaging, requiring a strategy that would both build trust and make the category feel approachable.
A feel-good, data-driven TV approach
Solution
We led with TV to maximise reach, trust, and emotion, focusing on “feel-good moments” to shift perceptions of investing. Using data-driven media planning and behavioural tools, we targeted high-impact programmes across entertainment, sport, and drama, complemented by VOD and radio for frequency and cross-platform recognition. A phased launch with initial high reach followed by pulsing ensured sustained salience. Creative was aligned with these moments, using recognisable cues to make investing feel accessible and enjoyable, ultimately increasing awareness, consideration, and customer acquisition.
Key Facts
"The addition of TV advertising to our marketing mix has had a significant positive impact on our business. Our advertising awareness doubled and brand awareness increased 38% during the first year of the campaign. During the campaign, we saw the highest net inflows of new business of any D2C investment platform in the market."
Managing Director (D2C)
AJ Bell
