Project Overview
This campaign was meant to target active clients of our current competitors and obtain MQLs. Touchpoints included email and paid social ads to ultimately bring them to the landing page.
TIMELINE
2 weeks
2 weeks
ROLE
Marketing and Visual Designer, amateur Content Writer
Marketing and Visual Designer, amateur Content Writer
The Objective
To kickstart the competitor campaign, I met with the campaign manager of our marketing team to understand the objectives, audience, and scope of this multi-channel project. Hours of research was done, with major assistance from our project marketing director, to compare competitor products.
IDEATION
The Challenges
Payactiv's app can be a lot to take in at first glance, since we offer many features beyond an Earned Wage Access solution. On top of that, executive leadership insisted on featuring an amount of information and call-to-actions that would pose to be too overwhelming for a campaign landing page.
My biggest challenges:
1.) Distilling the requested information down to only what's necessary
2.) Simplifying competing call-to-actions
The Approach
The campaign manager wanted to approach the campaign from the angle that our product held more features than our competitors did. I optimized the design by focusing on the offerings of Payactiv and leading with screenshots of the app in the hero section.
I wanted to showcase key stats and specific value props that we've previously found our audience demographic to be most captured by.
In addition, I included multiple sources of social proof throughout the webpage.
The Outcome
The team found this campaign relatively successful, especially since it was the first of its kind to be done by Payactiv's marketing team. The results secured several meetings that represented over 95,000 eligible employees—a metric used to measure our success, similar to dollar amounts (employees = enrollments = revenue).
