How our strategy helped a leading consumer investing app launch a first-of-its-kind retirement product

A consumer investing app was launching a first-of-its-kind retirement product. The plan mapped the journey, picked channels, and built in A/B testing.

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.

1. DiscoverMeet a first-of-its-kind product
2. UnderstandThe benefit, explained simply
3. ConvertOpen the account in the app

• Awareness
  Paid socialIntroduce the first, spark curiosity
• Consideration
  Video · DisplayExplain the benefit in seconds
• Conversion
  In-appOpen the account where users already are
• Optimization
  A/B testingLet results pick the winning message

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.