In an increasingly competitive industry, our client knew they had to act quickly to keep their top-ranking position and secure sales leads.

We needed to create visual content that was memorable enough to attract these potential customers and impact their decision-making.

Addressing matters . . .
Our clients operate in a very competitive industry, operating against a stream of other providers, all vying for customers in need of personal loans. To maintain their strong position, means ensuring their message reaches far and wide – beyond their own digital channels. We needed to get their brand in front of new customers and maintain continued reach to existing.

To execute this, we stepped their online platforms up visually and vocally. We created visual content that was memorable enough to attract these potential customers and impact their decision-making, driving people to their website and increasing the number of loan application completion within their budget range – simultaneously decreasing the cost per lead acquisition.

Lockdown on audience . . .
Identifying who we were targeting was essential to project success. Using Google Analytics, we analysed existing audiences, questioning:
What technology they use? When they use it? What kind of visual content or keywords they mostly react to – and what they interact with?

By engaging Facebook Audience Insights and AdWords Keyword Planner, we sourced then targeted our specific group, revealing what they are looking for online and when they’re having budget shortfall problems. As a result, we better secured our content placement decisions, ensuring it was directed into the right channels.

Through careful analysis, understanding of key branding requirements and purpose, and via thorough step-by-step initiatives, we met our end goal.

Step 1: Set-Up and Tracking

We installed system integrations:

• Customer-engagement Tool HotJar
• We developed a funnel within Google Analytics and Hotjar

Step 2: Pre-Analysis

We studied the analytics, targeted demographics and customer behaviours – i.e. via heatmap recordings review – across digital channels. We delved into the demographics, questioning:

• Who are the audience at a glance?
• What content attracts them the most?
• What are they searching for (Search Console & AdWords Search Terms)? To buy a car, go on a vacation, pay bills etc?

Across their website we undertook:

• Heatmap Scrolling
• Customer-Journey Mapping 

Step 3: Audience Segmentation

We then profiled the target prospective customers, and grouped them into buying personas:

• Young Adults: 18 Y/O – 34 Y/O
• Family Man/Woman: 35 Y/O – 54 Y/O
• Retirees/Seniors: 55 Y/O – 65+ Y/O

Step 4: Content and Channel Strategy

We then planned and created campaigns – radio and digital – crafting visual and copy content that would resonate with prospective customers. Throughout this final stage we continually questioned and addressed specific areas at play:

• What kind of content (copy and visual) best represents each persona?
• Which headlines and descriptions should we use to address the customers friction points?
• Which channel should we use for a particular campaign?

Using data-based analysis, audience segmentation and hyper market research, we delivered A+ results which included: