AirPlus International
Brand Awareness Campaign: “What Matters to You”
The Challenge
AirPlus International, a global leader in corporate payment solutions, was running its Brand Awareness campaign, but results had plateaued.
- CTR stuck at 0.68% across digital channels
- Landing page bounce rate at 63%
- MQL volume declining for two consecutive quarters
A creative audit revealed that the campaign relied heavily on product-centric messaging and generic visuals. It lacked emotional resonance, and the brand’s visual identity was inconsistent across touchpoints — diluting recognition and trust.
My Approach
I re-positioned the campaign around a human-first creative strategy anchored by the new tagline: “What Matters to You.”
1. Humanized visual storytelling: Photography and design focused on real people enjoying “What matters to them” outside of work — spending time with family, playing with pets, exploring the outdoors. These moments were contrasted with corporate payment contexts, reinforcing the message that AirPlus helps you take care of business so you can focus on what truly matters.
2. Streamlined content hierarchy: Reduced copy by 45%, focused on emotional benefit first, product proof points second.
3. Cohesive art direction: Consistent design language across all campaign assets to strengthen recall.
4. Conversion-aware design: Strategic use of white space, directional cues, and subtle animations to drive attention toward CTAs.
The Creative Execution
Display & Social Ads: Full-screen visuals depicting personal worlds, bold headlines tied to “What Matters to You,” and high-contrast CTA buttons.
Landing Page: Minimalist layout with concise proof points, testimonials, and a friction-less lead form.
Re-targeting Assets: Industry-specific banners addressing sector-specific priorities for higher relevance.
The Results (6 months after roll out)
- CTR: 0.68% → 1.84% (+171%)
- Landing Page Bounce Rate: 63% → 41%
- Cost-Per-Lead: ↓ 29%
- MQL Volume: + 52%
- Pipeline Impact: Marketing-sourced opportunities grew by 38%, directly driving quarterly revenue growth.
Key Takeaway
The “What Matters to You” campaign transformed AirPlus International’s brand presence by combining human-centered design with data-driven performance goals.
The result: Design that didn’t just look good - it moved the needle on CTR, MQLs, and sales pipeline.
