Led the creative team responsible for developing cohesive omni-channel brand and content marketing strategy.

Challenge

The primary challenge was to create and launch Earnest's first awareness campaign targeting cosigners during the peak season.

Role

My primary focus was ensuring that all supporting ads and marketing materials aligned seamlessly with our TV spots. I guided our team in crafting consistent messaging that reinforced Earnest's brand across various touchpoints, from digital platforms to traditional media. My role involved coordinating with different departments to maintain brand integrity throughout the campaign. I oversaw the adaptation of our core creative concepts to suit each channel's unique requirements, ensuring a unified brand experience that contributed significantly to the campaign's success in boosting awareness and reach.

Goals

# 1

Increase brand awareness among cosigners

# 2

Reach a wide audience across multiple channels

# 3

Highlight key benefits that cosigners seek, such as security and ease of applying

# 4

Create an emotional connection with the target audience

# 5

Maximize visibility within the allocated budget

Unaided awareness increased from 5% to 7.5%, surpassing the goal of 6.25% (a 50% lift)

  • Reached over 206 million individuals, over-delivering on Gross Rating Points and impressions

  • Achieved 333 million CTV impressions, 15% above the planned 290 million

  • Delivered 240 million GRPs, 3% more than the planned 234 million

  • Saw a 19% lift in Brand SEM impressions

  • Generated 40,000 site visits

  • Observed a notable bump in direct activity throughout the campaign period

Results