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Performance creative · multi-channel acquisition

Turning claim-denial frustration into action, one channel at a time

Multi-channel acquisition for a high-emotion category, where users arrive frustrated, confused, and sceptical.

RoleCreative strategy, direction and full design across channels, plus lead-magnet creation.
ResultMore efficient acquisition across Google, Reddit & Meta

The problem

Claimable helps people get the care and coverage they deserve, which means reaching users at their most frustrated, right after an insurance claim is denied. It’s a high-friction, high-emotion category where trust is low and scepticism is high. The challenge: build trust, drive action, and do it efficiently across platforms that each behave completely differently.

The bet

Instead of forcing one message across every platform, I matched the creative to each channel’s intent, meeting users in the mindset they were already in:

  • Google: high-intent, problem-aware users actively looking for a fix
  • Reddit: low-cost, high-volume traffic and community tone
  • Meta: emotional hooks and education for users not yet searching

Across all of them the creative stayed anchored to real pain points (denials, frustration) and a clear outcome (a successful appeal).

What I deliberately avoided: a single “efficient” master message, in this category, the wrong entry point doesn’t just underperform, it breaks trust.

The creative

Claimable AI appeals platform ad, “The AI appeals solution FastCo called a World Changing Idea”Claimable GLP-1 denial campaign, “Appeal your GLP-1 denial in just 15 minutes”Claimable awareness ad, “Insurance companies hope you give up after a denial”
One message per mindset, AI-appeals platform, GLP-1 denial campaign, and awareness creative

The result

Each channel pulled its weight in a different way: Google validated the high-intent angle and drew users ready to act, Reddit delivered efficient volume at community scale, and Meta carried the emotional, educational top of funnel. Matching message to mindset made the whole acquisition effort more efficient, not by saying more, but by saying the right thing in the right place.

Design

I designed the creative across all three channels myself.

The insight

Match the message to the mindset. Each platform needs its own entry point, force one message across all of them and the only thing you scale is inefficiency.