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.

Goals

Raise brand awareness and build trust with student loan cosigners during Earnest’s peak season.

Results

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