New creative positioning lifts response by 4% and lowers CPO by 13.5%


Research. Reposition. Relate.


We were tasked with driving new sales acquisitions while keeping the Cost Per Order (CPO) down.

Business Need

We needed to drive new sales acquisitions while keeping the CPO down. To do so, we conducted a creative positioning test against LifeLock’s Champion to determine which positioning resonated with the selected modeled audience.


We conducted research to understand what motivates people to make purchases. From the findings, we developed multiple positionings that provided different ways to communicate the benefit of having a LifeLock subscription. Through the different positionings, we educated people on identity theft in the context of their daily lives so they could make an informed buying decision. Then we executed a head-to-head creative positioning test to determine which approach resonated the most with our audience.


Our “Numbers” creative positioning outperformed the LifeLock Champion in both response rate (4% lift) and cost per order (13.5% lower).


By researching and gaining a better understanding of the target segment’s characteristics and motivators, we were able to develop positionings that were easily relatable. Fear of the unknown and the concern of the consequences of being unprotected were two areas that helped drive our thinking. To capture people’s attention, we leveraged that uncertainty with statistics on identity theft and then quickly transitioned into peace-of-mind benefits with affordable protection from LifeLock.

Marketing tools: Acquisition, communication and creative strategies. Communication Design included concept creation and execution for mail using direct marketing best practices.

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