Borrowell is launching a new product called Credit Builder, designed to help users improve their credit scores through payment history. To ensure the success of this product, a marketing campaign is needed to drive awareness and conversions. The campaign must effectively communicate the benefits of Credit Builder, addressing the needs and pain points of individuals looking to build their credit to achieve their financial goals.

The product lets users make payments that are reported as a loan to Equifax, building their credit history and improving their score over time. User research showed that reporting it as a loan, while not functioning like one, could confuse users. I proposed and directed an explainer video to provide clarity, rather than depending on text and pictures alone. The conversion rate increased when the video was added to the app, so we integrated it into the marketing campaign.

• Used emails to create hype within the current user base to test messaging. There was a 48% open rate.
• Focus on: Announcing new product, value propositions and benefits.
• Traffic was also driven to the explainer video, as it communicated how it worked more effectively.
  

For this campaign, we used illustrations in emails and lifestyle imagery in performance marketing based on our previous findings. Illustrations have consistently driven higher engagement rates in emails due to their visual appeal and ability to convey complex messages effectively. In contrast, lifestyle imagery has shown greater success in performance marketing, resonating well with target audiences and boosting conversion rates. By following this strategy, we aimed to optimize both engagement and conversions for the campaign.

• Explainer videos can make a notable difference in terms of metrics and user comprehension.
• Determine if there are any quick wins to start testing and shipping sooner, such as an MVP design.
• Increase delivery speed and maintain visual consistency by repurposing graphics for different channels within the campaign.