The auto-loan campaign that 8×’da bank’s book.
A regional bank’s auto-loan program was stuck at 3 percent share. I rebuilt the positioning, moved spend from direct mail into search and social, and pointed a single memorable offer at the right buyers. The book went from $3M to $24M, and the work won two Crystal Awards.
Drive it home now. Start paying when the new year settles in.
Apply in minutesRecreation for portfolio use. Original brand mark, contact details, and rate disclosures removed.
Not the original asset. Rebuilt in a neutral treatment so the idea and craft show, with every identifying and regulated element stripped.
The problem
The product was fine. The marketing was invisible. Spend sat almost entirely in direct mail, aimed broadly, measured by nothing that connected to a funded loan. The offer changed every season, so it never became a thing customers remembered.
The move
I stood up the bank’s first paid search and paid social for the product, and I anchored the whole campaign to one offer people could repeat back: a payment holiday timed to the exact months buyers feel stretched. Then I got into the ad accounts daily and cut the spend that was bleeding to the wrong markets, so every remaining dollar chased a buyer who could actually fund.
The result
The book grew eightfold and share went from a rounding error to more than a quarter of the market we served. The campaign was recognized with two Crystal Awards for search and consumer marketing. Same product. A better story, better channels, and an operator watching the money.