1st Central: Influencer-Led Trust Engine
From First in Price to First in Choice: Building Trust Before the Click
+0.28%
Uplift in First-to-Click
38.8x
3-year ROI
2,200+
Incremental conversions
From First in Price to First in Choice: Building Trust Before the Click
In a price-driven car insurance market dominated by comparison sites, being the cheapest isn’t always enough. 1st Central faced a critical challenge: even when ranked first on price comparison wesbites, consumers were often clicking the second option due to lack of brand familiarity and trust.
By fusing influencer-led storytelling with performance marketing and robust measurement, the campaign set out to build trust earlier in the journey - proving that influencer activity could shift behaviour, improve first-to-click performance, and drive measurable incremental growth.
1st Central relied heavily on price comparison websites for acquisition and lacked standalone brand trust. Despite appearing first on price comparison websites, customers frequently clicked the second option. Traditional attribution models couldn’t prove whether social activity was influencing this behaviour.
We partnered with trusted creators to bring 1st Central into real-life, relatable moments reframing car insurance around credibility and reassurance, not just price. Content was amplified through paid social across Meta and TikTok, while a Conversion Lift Study was implemented to isolate true incremental impact. This allowed us to directly measure improvements in first-to-click behaviour and understand the campaign’s influence beyond last-click PCW attribution.
The campaign successfully shifted consumer behaviour at the point of decision, delivering a +0.28% uplift in First-to-Click and generating over 2,200 incremental conversions. This translated into a £13.2M projected 3-year EBITDA impact and a 38.8x ROI—demonstrating that influencer-led social can drive measurable commercial value, even in highly price-driven categories.
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