The channel plan that launched a consumer investing app's first-of-its-kind retirement product
- Campaign planning
- Insights reports
- A first, not a feature
The product was a genuine first for its category. The risk: explaining it like a feature list instead of a milestone.
- Journey before channels
We mapped how a saver becomes an account holder first, then picked channels for each step, not the other way around.
- Precision over reach
Message direction, targeted content, and key channels chosen to convert, with the mobile app as the destination.
- Test it, don't guess it
An A/B testing plan built into the campaign, so creative decisions ride on data instead of taste.
Situation
A leading consumer investing app was launching a new retirement product, a genuine first for its category, and needed people to open accounts through its mobile app. A launch this novel lives or dies on how quickly people understand what makes it different.
Task
Build the digital campaign plan: define the message direction, pick the channels, and shape the content to move people from hearing about the product to opening an account in the app.
Action
We mapped the customer journey first and chose channels for each step, not the other way around. The messaging led with the benefit that made the product a first, explained simply enough to land in a feed. I defined the message direction, the key channels, and the targeted content per stage, and designed an A/B testing plan so the campaign could sharpen its own creative as results came in. Then I briefed the creative team on the asset set.
Result
A focused campaign plan and creative assets aimed squarely at conversions: the most effective channels, precise messaging, and a systematic A/B testing approach to reach the audience and keep improving after launch. The product went to market with a plan for learning, not just a plan for spending.