Zopa: Creative that learns, content that scales
Building a scalable, insight-led approach to performance marketing at Zopa.
October 2026
Performance creative needs to do more than grab attention.
It needs to give people a compelling reason to act, adapt to what the data tells us and keep delivering as customer needs change.
At Zopa, I helped develop a more systematic approach to performance content across Meta and Google, combining creative experimentation with messaging frameworks designed for scale.
Finding the right hook
With AI emerging as a differentiator for Biscuit, we set out to understand how best to communicate its everyday value to potential customers.
Using analytics from MagicBrief to inform our initial direction, I wrote and voiced a series of performance ads exploring different AI-led hooks and customer scenarios.
Rather than settling on a single creative approach, we regularly introduced new hooks and variations, using performance insights to inform the next round of testing.
Building content for scale
Alongside the creative testing, I codified messaging across Zopa's product portfolio, creating frameworks that allowed us to test feature-led, benefit-led and rate-led propositions.
These frameworks supported the production of 50–60 creative variants each month alongside agency partners, with a wider system designed to accommodate up to 10,000 potential asset variations depending on performance and seasonality.
The aim was to make creative production more responsive and repeatable without sacrificing clarity, consistency or brand personality.
Making performance count
The latest top-performing creative delivered approximately £21 cost per install (CPI) and £75 customer acquisition cost (CAC).
Together, the creative testing and messaging frameworks helped establish a more structured approach to performance content: one that combined distinctive storytelling with the ability to adapt, experiment and scale.
My role: Content strategy, messaging architecture, creative concepting, copywriting, voiceover and ongoing creative iteration, working alongside internal teams and agency partners.
