A large national consumer finance company with 1200+ branches needed a powerful campaign to drive holiday lending. The goal was to increase response rates over previous campaigns while also reducing acquisition costs.
We doubled response from past campaigns:
Booked loan rate
Increase in response rate over control group
Responses over prior campaign
Cost per booked loan
We started by creating a better target customer modeling strategy to fully understand and define the right target market. Then we developed compelling, personalized creative and delivered to optimal consumer targets. We developed a customer journey aligned to the channels used by customers in our data model that included direct marketing that drove to a conversion landing page for fast, easy response.
We started by defining the desired business outcome of loan growth and key performance indicators which included:
We developed this campaign in five essential steps:
Strategy
Data & Analytics
Creative
Omnichannel