The Nudge isn’t your typical guide to city life. It’s the personal planner you never knew you needed – a pocketful of expertly curated, ready-to-book plans, designed to shake up your routine and make London life fun again. Think secret supper clubs, exclusive events, date night ideas and quirky experiences that breathe spontaneity back into your weekend plans.

The Nudge had a goal as big as their ideas: more brand awareness. While their platform already offered a trove of tantalising experiences, they needed more Londoners to know about it and start nudging themselves into action. The challenge was clear:

How do we spread the word about The Nudge's features and benefits without causing thumbs to stop mid-scroll?

How do we hook them on curiosity without being just another ad?

We rolled up our metaphorical sleeves and got creative with short-form video content that hit like a dopamine rush. The aim? To build intrigue, spark engagement, and get Londoners clicking. Here's how we did it in four simple stages:

1. Testing the waters: We conducted trials and experiments to determine what made our audience’s thumbs hover. From bold headlines to cheeky one-liners, we tested different styles and messages on Meta (Facebook and Instagram).

2. Interaction over conversions: While sign-ups were nice to have, brand awareness was king. Engagement was the metric of the moment, and we went all in on building intrigue rather than pushing hard for conversions initially.

3. Redirecting the flow: It wasn’t all smooth sailing. While engagement metrics looked great, the user journey felt somewhat unfinished. We needed an even better, even more compelling landing page for date-seekers in London. Enter: a custom-built landing page tailor-made to convert curiosity into action.

4. Broadening the net: Once the landing page was live, we doubled down with Google Search Ads to complement our social media efforts. A seamless journey from ad click to experience book awaited.

It’s all well and good to craft clever content, but did it work? Spoiler: it did & we are continually evolving the offering to the end user by testing new ads and landing page variations.

The Results? The engagement rates skyrocketed, with 15% interaction across our short-form content. We reached over 50,000 curious Londoners, driving awareness that lingered long after the scroll. And the cost per landing page view? Just 41p. In a world where eyeballs cost big money, we delivered eyeballs – and engagement – on a shoestring.

Ultimately, this wasn’t just about generating clicks. It was about weaving The Nudge into our audience's minds (and weekend plans). With an approach built on creativity, adaptability, and a pinch of irreverence, we turned awareness into intrigue and intrigue into action.