SoFi

Objectives:

Increase the number of SoFi application starts and submissions, and garner valuable learnings to use for future campaign optimization.

Targeting:

A25-54 and HHI $150K

Execution:
  • Identified prospective clients in need of a loan or wealth management
  • Target segment identified within DIRECTV subscribers
  • Addressable campaign created
  • Campaign flight: 2 months
  • Control/exposed methodology
Result:
Campaign 1
  • SoFi’s Addressable campaign saw a +34.5% target group lift in the number of applications started and a +49.3% lift in the numbers of applications submitted
  • Addressable allowed for the ability to segment engagement and conversion by product (e.g. types of loans or financial products)
Campaign 2
  • SoFi built upon their initial success, and evolved the campaign strategy for the second campaign by layering on geo-based targeting
  • In addition to driving results for the advertised mortgage product, SoFi also drove conversions for their other loan products as well

+34.5% Lift

+49.3% Lift

“Addressable advertising not only helps us to reach the right households, but learning from each campaign yielded tremendous insights that have been critical to our business.”
Margi Brown
Head of Direct Marketing & Media
*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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