Brand Campaign

Core Team: Colin McRae, Jonathan Larson, Simon Lee, Rachel Jacques

Bring the brand’s new promise to life. Raise aided and unaided brand awareness. In under four weeks. With no new budget.

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Brand Promise

After brand and execs finalized the brand promise, LendingClub’s marketing teams did research to determine which value props resonate with our customers. From these, our campaign messaging approach was born.

Video

With no budget to create new video, we looked back to a series of commercials produced in 2018. With tweaks to the intros/outros, voiceover messaging, and graphics, we were able to create new assets that align with the campaign goals.

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Display and Social

The key graphic element in the commercial was the big red square behind the LendingClub members, which we used to visually tie the campaign together. The red square became a rotating red cube in display ads.

Out-of-Home

The red square translated to a red outline in out-of-home billboards and ads.

Direct Mail and Email

Given the limited time frame, we had to work with what direct mail was already running. We took one of the control packages for the month, and added in some small tweaks to bring the headline messaging and creative assets in line with the rest of the campaign. Email similarly needed to work within our most recent templates, so we made sure that all imagery tied together.