Lead creative direction, strategy and copywriting for the Earnest omnichannel brand campaign.
Challenge
Launch the first brand campaign in a market crowded with legacy competitors.
Goal
Raise brand awareness and build trust with student loan cosigners during Earnest’s peak season.
Result
Raised unaided awareness 5% - 7.5%, beating the 6.25% goal by 50%.
Over 206 million reached, surpassing Gross Rating Points and impression targets
333 million CTV impressions (15% over the projected 290 million)
240 million GRPs (3% above the target of 234 million)
19% lift in Brand SEM impressions
Drove 40,000 site visits to the landing page
Saw a significant rise in direct activity during the campaign period
Video
We teamed up with Team Win to show that Earnest is not just a loan company. It’s an empathetic partner that makes a stressful process easy. I was deeply involved with this ad, from agency selection and briefing to creative direction, copywriting, editing, and shoot notes.
Landing Pages
We were speaking to several different audiences, so I created customized landing pages for each. Although the tweaks in copy seem minor, they made each customer feel that Earnest understood their needs.
