The tactical bridge to campaigns
The consumer market is already well-covered strategically — the Market Paper segments it, the Messaging Reference holds the claims, the Brand Platform holds the voice. What none of those is, is an acquisition campaign document. This is that missing layer.
It assembles rather than re-strategises: segments and routes from the Market Paper, claims from the Messaging & Claims Reference, voice from the Brand Platform, and the campaign angles developed in our working sessions — re-anchored to consumer segments.
Possible overlap to reconcile. The Market Paper references a forthcoming GTM Plan that may cover acquisition. This playbook is built so the two reconcile cleanly: GTM governs budget, targets and channel economics; this governs the creative-and-angle layer.
Channel selects segment
The single most important principle the Market Paper sets: the channel you use determines which kind of customer you get, regardless of demographic targeting. Campaigns are built channel-first for that reason.
An engineer introduces Homesy at a moment of trust. Selects for trust-bonded customers in an active point of need — the highest-converting population. Most Year-1 "campaigns" are the consumer-facing side of a partner moment.
The diagnosis tool as entry point. High-intent, but a "things break" mindset rather than "look after my home".
Paid search on insurance/repair-intent terms selects for the opportunist, wrong-mental-model customer who churns after the first incident. A hard "no" channel for the cost-conscious segment especially.
What's signed off — and what isn't yet
Campaign copy can only lean on substantiated claims. Current state from the Messaging & Claims Reference:
✓ £9.99 / month
Committed. Freely usable as live copy.
✓ Cost price, no margin on work
Committed. The central commercial claim.
✓ Eight diagnosis outcomes · Zest provenance
Committed. Usable as feature and provenance claims.
✗ Typical-year saving (~£124)
Unconfirmed. Do not use as live copy — lead on the structure and relief instead.
Until the typical-year figure is confirmed, lead with the structure ("cost price — what you pay is what we pay") and the relief, never a specific saving number. The honest quiet-year caveat belongs on acquisition surfaces — it's a positioning asset, not a disclaimer.
Five angles, mapped
Each is an angle mapped to a segment, a point of need, a channel and a surface. Lines are illustrative territory — they show the angle's voice and still need a proper copy pass.
1 · The unpaid project manager — "You're not a homeowner. You're the home's unpaid project manager."Primary · cog-loaded homeowner · brand-led surfaces. The most on-strategy angle.
2 · The category's quiet admission — "Most home cover is built to say no. Ours isn't built to sell you anything."Primary/fast-follow · structural-advocacy led · rests on the committed cost-price claim.
3 · Nothing's on fire — "Before you call someone, find out what's actually wrong."Fast-follow · digital repair-intent · the diagnosis front door. Acquisition surfaces only.
4 · You inherited the appliances — "You bought the house. You inherited the appliances."Year-2 expansion · recently-moved · estate-agent & broker partnerships.
5 · The complement, not the cover — "Not a replacement for your cover. The thing that makes it work harder."Fast-follow · cost-conscious pragmatist · legacy-book cross-sell. Not insurance-intent PPC.
Held back deliberately: the second/third-home angle is strong, but the Market Paper places multi-home behind a product capability that doesn't exist yet (Year 2–3). Named here so the decision is visible, not forgotten.
Following the launch's own order
Consumer campaigns follow the launch's channel order — partner-led first, direct and digital as complements, broader segments as the network matures.
Year 1 · Partner-introduced core
Campaigns 1 & 2 on the engineer-introduction and sign-up surfaces, concentrated in the four launch regions. Where launch-critical consumer copy actually lives.
Year 1+ · Digital repair-intent
Campaign 3 on the diagnosis front door and appliance-fault search. Strictly off insurance-intent terms.
Year 2 · Cross-sell & movers
Campaign 5 via legacy-book cross-sell; Campaign 4 once estate-agent partnerships are built.
Year 2–3 · Broader segments
Downsizers, small landlords, the held-back second-home angle — as multi-home capabilities ship.
Most of this is fast-follow or later. The genuinely now-critical work is the narrow slice in Year 1: the copy on the surfaces a partner-introduced homeowner actually meets — the sign-up moment, the diagnosis entry, the leave-behind. Build those first, using Campaigns 1 and 2.
What keeps it on-brand and on-claim
- Channel discipline over volume
The wrong channel brings the wrong customer regardless of creative. Insurance-intent PPC stays off the plan.
- No unconfirmed figures as live copy
Lead with cost-price and relief; hold the £124 saving until confirmed; route any new claim through claim-integrity review.
- The honesty caveat is an asset
The quiet-year candour belongs on acquisition surfaces and earns the rest of the trust; keep it off functional surfaces.
- Sharpness of the "quiet admission" angle
Campaign 2 runs sharper than the calm register usually allows — a genuine brand-owner call worth making deliberately.
- Confirm the typical-year saving
Confirming it unlocks a quantified savings angle currently held back — worth prioritising if a hard money claim is wanted.