Money.com Campaign Design
In November 2019, Money.com set out to push it's brand into the mainstream and become a household name. The solution was to create a series of products and campaigns that would collect user contacts.
We created and launched 2 commercials that ran 85 times total on cable channels such as CNN, Fox News, Lifetime, TBS, TNT, USA, and VH-1. By the conclusion of our campaign our cost per acquisition was 18 cents, and 85.9% of those who shared their PI had never heard of Money.com, increasing our potential for developing new loyal users.
Task
How can we maximize ROI while we create brand awareness? Analyzing traffic to the webpage to see if this was a fruitful endeavor was beneficial for our company goal toward creating more brand awareness but I asked, is there anything more we can do to benefit from this type of exposure to justify the investment?
Idea
As a former publication transformed into a digital platform, we find value in informing our users to make smarter financial decisions. By notifying that they are compromised we can then educate them on how this could affect their finances, how to correct the issue, and give them prevention techniques. This idea is focused on establishing trust, one of our core values at Money. Through trust, we are able to initiate a relationship with our user and provide them advice, tools, and guides on how to make better purchasing decisions.
Task
How do we get users to transition from the television to the phone with the least amount of brain power as possible, while promoting name recognition?
Idea
We create a homepage takeover that advertises our own product so the user will only have to remember the core, easy-to-remember url.