Integrated Auto Loan Direct Response Campaign

Purpose: A multi-channel auto loan acquisition campaign designed to capture new and refinance loans.

The campaign lasted three months. It included:

• Three postcards with slightly different visuals and content
• Two statement stuffers with matching visuals and modified content
• Three in-branch digital display ads with the same campaign design

The campaign targeted specific customer segments and residents within 10 miles of select of our branches. It used a unified, high-urgency message.

Role: Campaign Strategist & Senior Copywriter

Developed the “hook” and offer architecture across multiple touchpoints. I used copywriting best practiced to develop an attention-grabbing, benefit-driven content that prioritized customer ease-of-action.

Campaign Results

The campaign exceeded all projected benchmarks. Over its life, the campaign booked 383 new loans, generating over $6.3 million in attributable revenue.