Marketing in Action:
Case Studies of Impactful Campaigns
Welcome to my Case Studies page, where I showcase successful marketing campaigns that I have led. Each case study provides an in-depth look at the objectives, target audience, and strategic approach behind the campaign, along with the specific tactics used to drive results. From data-driven insights to creative execution, these examples highlight my ability to craft and implement impactful marketing initiatives.
Explore how I have leveraged research, cross-functional collaboration, and performance analytics to optimize engagement, enhance brand visibility, and achieve business goals. Each project reflects key learnings that continue to shape my approach to digital marketing.
A/B Testing
During the first quarter of the year, I launched a collections campaign aimed at engaging customers in collections status and encouraging them to pay off their debt. The goal was to stay top of mind as they received their tax returns. To optimize performance, I tested different email designs for customers who were not offered a discount—comparing a simple, straightforward layout against a more visually dynamic, creative approach—to determine which would drive better engagement and response rates.
Objectives
To get customers in collections status to make a payment and back into good standing status.
To build loyalty with the customer so they come back in the future.
To determine if one type of creative gets a better response than another.
Strategies Implemented
No Discount Group: Split test - 50/50 on the marketing materials and creative
50% would get a more visually dynamic, creative approach
50% would get a simple, straightforward layout
Tactics Used
Email Communications; Image Design & Layout
SMS Communications: Verbiage & punctuation differences
RVM (Ringless VoiceMails) Communications: Verbiage & annunciation differences
Below are a few examples of the different creative looks that were utilized for this campaign.
Group A: Visually Dynamic/Creative Approach (50% of the customer group)
Group B: Simple/Straightforward Layout (50% of the customer group)
Results Achieved and Key Learnings
Group Winner Overall: Group A had the best conversion rate in terms of the number of payments made, the number of customers who paid in full, and the total amount collected.
Based on the previous year, we performed better than last year around this time, but we see a slight increase in performance over time.
Emails were most commonly opened within 1-4 hours of email delivery.
Group B seemed to collect the most money and had the most number of payments 24 hours after delivery of communications.
Analysis
The subject lines that performed the best for both groups were “Our biggest offer yet”.
The data suggests that using subject lines that focus on urgency and savings can be effective in increasing open rates and click-through rates.
The data also suggests that using subject lines that focus on the benefits of debt relief can be effective in increasing the amount collected per payment.
Email Client: Gmail is the most popular email domain for both groups.
Day of week: Emails sent on Tuesdays and Thursdays have the highest open rate for both groups.
Both Groups A and B performed above the industry average of 23% (according to HubSpot) in open rates.
Key Takeaways
Offering an increased settlement discount does have an effect on customers paying off.
More flashy marketing material performs better (Group A)
A/B Testing
During Q3, I launched a back-to-school campaign targeting inactive customers, reminding them that fast funding was available if needed. The goal was to test the effectiveness of different creative approaches. I used last year’s creative as the control group (Group A) and introduced a new coupon-style design for Group B. The imagery and messaging varied between the two groups to assess whether the coupon concept influenced response rates.
Objectives
Drive inactive customers to re-apply
Determine which creative drives the biggest response and conversion.
Strategies Implemented
Does pairing the word coupon with a coupon creative prove more effective than normal discount verbiage and creativity?
Group A: No Coupon/Champion (45%)
Group B: Coupon (45%)
Group C: No Offer/Holdout (10%)
Tactics Used
Email Communications: The imagery and verbiage were different; Group B materials would utilize the idea of a coupon than the others.
SMS Communications: The verbiage differed as Group B would need to have a different approach.
Below are a few examples of the different creative looks that were utilized for this campaign.
Group A: No Coupon/Champion (45% of the customer group)
Group C: No Offer (10% of the customer group)
Group B: Coupon (45% of the customer group)
Results Achieved and Key Learnings
Group Winner Overall: There was no clear winner between the two different creatives utilized.
Analysis
Customers who receive an interest free offer are more likely to convert when they apply than customers who don’t receive an offer/promotion.
The quicker an email is sent out to a customer who recently paid off their loan, the more likely they are to convert.
Customers who receive both an email and a text message are more likely to apply than those who only receive an email or a text message.
Key Takeaways
The coupon creative didn’t beat out the control group creative and therefore, we should test something new in future campaigns.
Survey Campaign
In order to get more information from our customers, I ran a campaign in the first quarter and targeted a set group of current customers, and a group of inactive customers. The questions were primarily focused on getting information regarding what is important to the customer and how we can improve.
Objectives
Get feedback from customers to see what the lender is doing well, and how to improve the loan process
Get feedback from potential customers to see what matters most to them from a loan product - interest rate, how quick and easy it is, pre-approval amount, etc.
Strategies Implemented
A split test was performed to determine if a long survey or a short survey affects the number of survey takers.
An email and a text message would be sent to the target customer groups.
The outcome of this campaign would determine if this campaign would be triggered automatically and integrated in more of the communications in the future.
Tactics Used
An email and a text message would be sent to the target groups with a link to the survey which was embedded on a landing page.
Below are a few examples of the emails sent out and the survey landing page.
Email Examples
Landing Page Example
Results Achieved and Key Learnings
We learned that more than 70% of our current customers would recommend us.
Majority of our customers would come back to us.
The method of making a payment was split; 50% preferred having their payment schedule on their pay dates, and 50% preferred selecting their own payment schedule.
Current customers preferred to be contact via text message over any other method of communication.
We learned a lot about how appealing the website was and the ease of navigating through it.
Key Takeaways
Our customers are loyal to us, which means we should dedicated more focus on customer loyalty.
When selecting a mode of communication, we should always text customers when needing, if able.
There is opportunity to dive further into the discussion of payment schedules. Since there is a 50/50 split, we can either figure out more from the customers with questions, or we can try and figure out how we can cater to both sides.
