Led 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
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.
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.
