The Challenge

A large national consumer finance company with 1200+ branches needed a powerful campaign to drive holiday lending. The goal was to increase conversion over previous campaigns while also reducing acquisition costs.

Results

We doubled response from past campaigns:

1.6%
Booked loan rate
310%
Increase in response rate over control group
2x
Responses over prior campaign
$33
Cost per booked loan

The Solution

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.

What did we do?

We started by defining the desired business outcome of loan growth and key performance indicators which included:

  • Improved book loan rate
  • Results-driven creative
  • Lower cost per loan booked

How did we do it?

We developed this campaign in five essential steps:

  1. Developed an advanced audience modeling strategy
  2. Defined a channel strategy and customer journey to reach and convert
  3. Built results-driven, personalized creative
  4. Executed campaign across the customer journey
  5. Measured, tested, optimized creative for 310% improved response rate

Services provided

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Modeling
  • Analytics

Measurement & Reporting

  • Creative
  • Print
  • Web

Omnichannel

  • Direct Mail