Leadway Group Product Marketing Campaign
The Brief
The Inside Life campaign was designed to drive awareness, boost engagement, and generate qualified leads through an animated series that uses relatable, witty and culturally grounded storytelling to depict common Nigerian challenges, from family pressure and adulting confusion to travel drama, health scares, bills and the “wahala” of the rainy season, highlighting how Leadway Group products offer quiet support in navigating these everyday struggles. To launch and establish Inside Life as a distinctive Leadway owned entertainment property that builds brand relevance and engagement while naturally showcasing Leadway’s diverse product solutions and creating clear pathways to generate leads.
Our Approach
Our strategy was to build Inside Life into an entertainment property audiences would look forward to, engage with and ultimately associate with Leadway. By creating emotional connections with lovable characters and using episodic storytelling, we turned each episode into a weekly conversation while sustaining interest beyond the show itself.
Through strategic hooks, cliffhangers, relevant cultural moments, memes and community led content, we encouraged audiences to actively participate in the Inside Life conversation. Product integration was designed to feel natural within the storyline, so Leadway remained visible without disrupting the entertainment experience. Interactive formats and strategic calls to action further encouraged participation and created pathways from engagement to lead generation, while consistently building Inside Life as a distinctive, long term Leadway owned IP.
Episodes were built around specific Leadway product lines, including HouseHolder, Health, Savings, LAM, Travel, Education, Pensure and Trustee, each dramatised through relatable everyday scenarios and deployed across Instagram, YouTube, Facebook and TikTok, with dedicated Facebook creatives running for each storyline.
The Results
CAMPAIGN METRICS | Planned | Achieved | % Completion |
Impressions | 588,235 | 2,841,773 | 483% |
Reach | 367,647 | 930,660 | 253% |
Video Views | 18,382 | 31,260 | 170% |
Engagement | 833 | 947 | 114% |
Leadway Search Tactical Campaign
The Brief
The Google Search campaign was deployed to capture high-intent users actively searching for insurance and investment solutions, with the aim of driving qualified traffic and generating potential leads across Leadway’s insurance, savings and investment products, while increasing visibility for the brand’s wider product range.
Our Approach
Our strategy was to capture high-intent audiences actively searching for insurance, savings, and investment solutions by positioning Leadway as a relevant solution at the point of consideration. Through a targeted Google Search approach, we deployed Responsive Search Ads across seven product categories, including Generic Insurance, Endowment/Target Plan, Life Insurance, Savings and Investment, GIT, Professional Indemnity, and Marine, matching relevant keywords with users’ specific needs and search behaviours.
By balancing broad, high-volume searches such as generic insurance and savings with more specialised searches across Marine, GIT, Professional Indemnity, and Life Insurance, we aimed to capture prospects at different stages of the decision-making journey. Specialist product searches tended to come from users who already knew what they wanted, while savings and investment searches reflected people still exploring their options, allowing leads to be prioritised and nurtured accordingly.
Throughout the campaign, we monitored keyword-level performance, paused underperforming long-tail terms, and consolidated spend around higher-volume category keywords. This helped maximise impression share on high-intent queries and capture a larger pool of qualified prospects within the available search demand.
The Results
CAMPAIGN METRICS | PLANNED | ACHIEVED |
Impressions | 312,500 | 376,257 (120.4%) |
Clicks | 1,760 | 8,724 (495.7%) |
Average CTR | 0.54% | 2.32% (~4x target) |
Leadway Children’s Day Campaign
The Brief
The Children’s Day campaign was designed to position Leadway as a trusted partner in securing children’s educational futures, helping parents move from reactive, uncertain planning to structured and proactive education planning, while driving awareness, leads, and policy subscriptions for the Leadway Education Target Plan.
Our Approach
Our strategy was to use Children’s Day as a cultural moment to move the conversation beyond celebrating children and towards the realities of securing their future. By acknowledging the efforts parents already make while highlighting the uncertainty created by rising education costs, we positioned structured education planning as the difference between having good intentions and having a plan that works.
Through emotional storytelling, relatable parent experiences, interactive content, influencers, educational conversations and lead-generation formats, we aimed to make the Leadway Education Target Plan feel like a practical and reassuring solution rather than simply an insurance product. Creative deployments spanned carousels and single-image ads across Meta, contrasting the rising cost of school fees, uniforms, and overseas education with the security of early planning, alongside a supporting Google Search layer targeting parents actively researching education savings and plans.
The campaign ultimately sought to move parents from awareness and reflection to action, reinforcing Leadway as a trusted partner in securing their children’s educational future.
The Results
CAMPAIGN METRICS | PLANNED | ACHIEVED |
Impressions | 679,583 | 695,873 (102.4%) |
Reach | 397,059 | 438,158 (110.35%) |
Leads | 300 | 499 (166.3%) |
Website Clicks | 660 | 332 (50.2%) |
