Pitched an explainer video and created a cross-channel campaign, boosting user understanding and increasing revenue by 16%.
Credit Builder is a product that helps Canadians strengthen their credit history. User research revealed that 60% of applicants didn’t fully understand the product. This showed the need for a clear marketing strategy to improve education, build trust and drive adoption. I developed a cross-channel marketing campaign that turned confusion into clarity, increasing user understanding and boosting adoption.
User research findings from the Product team
Takeaway: Lack of user understanding indicated a need for clearer messaging and education across product and marketing.
Common sections in competitor research include:
Takeaway: This research provided a clear starting point for structuring page content.
Building credit catches attention: 48% email open rate proves it
Getting stakeholder buy-in
Proposed an explainer video backed by research to address user confusion. Regular cross-team updates secured approval.
Communicating effort vs. benefit to stakeholders
Used research to show how video could improve user understanding, increase engagement, and reduce support inquiries, justifying the investment.
Managing competing priorities
To balance workloads, I extended the timeline and onboarded a freelancer, ensuring on-time delivery with a projected 5% adoption rate with the video.
Pitched an explainer video to resolve product confusion
Ads & landing page
Personalization that drives conversion
By breaking down complex concepts, an explainer video enhances user comprehension and reduces friction during onboarding.
Building an MVP around quick wins allows rapid testing, faster delivery and early validation of value propositions.
Repurposing graphics across channels speeds up delivery while ensuring brand consistency.