Data, insight programme, direct mail, outdoor, video
“&You have improved the effectiveness of our marketing by using data to paint a more vivid, commercial picture of our customers”
Wellesley & Co, a fintech investment platform, started life as a P2P lender with the objective to provide investors with competitive rates of return by investing in UK property. Over the course of our 3-year partnership, the business moved away from P2P and into the bond market. A transition that required careful management.
Wellesley had an attractive proposition; to help consumer do something interesting with there money. The business also had an appetite to test and learn campaigns across channels, from broadcast, outdoor, digital and direct.
We initially profiled the Wellesley database and built a customer journey across onboarding, investment period and renewal and winback. The profile also used to identify match segments to run direct mail + email + outdoor campaigns used to drive traffic and registrations during TV media breaks.
As Wellesley moved from the P2P product into the bond market our insight panel provided emotional and rational insight into which features were most resonant with each segment.
Our ability to use data to drive all our communications as well as transition the brand from one product to another meant Wellesley could deliver a level of new registrations that matched the business KPIs.
“&You have improved the effectiveness of our marketing by using data to paint a more vivid, commercial picture of our customers as well as identifying new customers who match our niche audience.