WorldFirst - Every payment counts

Client: WorldFirst

Agency: G Squared

We streamlined WorldFirst’s Meta and YouTube strategy by refining targeting, restructuring messaging and applying data-driven insights to enhance efficiency and growth.​ 

The challenge

WorldFirst, a global brand with a diverse product suite across multiple markets, faced inefficiencies in its Meta and YouTube account structure. The existing targeting strategy repeatedly engaged the same audiences, leading to over-saturation, diminishing returns and inefficient budget allocation. Additionally, the absence of a structured creative learning framework hindered generating actionable insights, limiting optimisation opportunities for future marketing efforts.​ 

In addition, we only had to work with an existing 30 second edit:

Original 30s edit

The integrated solution

We developed a refined messaging strategy across the entire marketing funnel, aligning specific products to different funnel stages for maximum relevance. To enhance performance, we conducted a series of A/B tests on ad copy and creatives, extracting valuable insights from live campaigns. These insights informed our optimisation efforts, enabling audience expansion through lookalike modelling rather than repeatedly targeting the same users.​ 

We re-edited the original video, recorded a new voiceover, and produced fresh 30, 15 and 6 versions to seamlessly align with the strategy. ​ 

Optimised 30s edit

15s optimised edit

New 6s edit (composed from the 30s edit)

The results

The campaign laid the groundwork for sustainable growth, transforming how WorldFirst engages and acquires customers. With a scalable strategy, refreshed creative, and clear performance signals in place, the brand is now primed to accelerate growth and unlock deeper value across its product suite.​ 

• -95% ​more cost efficient cost per view

• +255% ​Completed view rate on YouTube​

• +929% ​Completed view rate on Meta​