As one of the original fintech disruptors, LendingTree has serious street cred — more than 100 million customers, 20 million app downloads and billions in loan generation. And as a senior content strategist with their in-house creative agency, I get to be part of the action.
LendingTree went “big on brand” with a national TV ad buy featuring SNL alumna Molly Shannon as a memorable new character, Linda, who wants to tell you all about where she found a lenda. I helped advise on scriptwriting, tagline, and tone and voice. Brand tracking noted a 10% increase in aided awareness and a 50% increase in unaided awareness during the second half of the year when the campaign was live.
You name it, I write the script to fit it. Five seconds, thirty seconds, two minutes or more. Animated product videos and educational direct to camera pieces and funny random skits.
A big part of the job is coming up with lots of new ideas, exploring new ways to be funny and relevant. Here’s one concept I really loved that I created as part of TV commercial brainstorming.
I write, iterate and optimize email content for all stages of the marketing funnel and all product verticals. Better content delivers real results: one business loan email I rewrote saw a 45% open rate (versus a previous 33% open rate) equating to a $32.54 RPM over the previous $25.29 RPM. Another home equity email I rewrote saw a 337% increase in RPM (from $38.42 to $167.07).
I develop content for form flows, app features, and more with a focus on user experience. This includes lots of collaborating with designers, distilling user research, and observing customer interviews to truly understand and create effective content for every situation.
I collaborated with our head of copy and creative director to develop brand tone and voice guidelines for our new company-wide design system called Grove, which is used by our 1,000+ employees and hundreds of lender-partners to maintain LendingTree brand standards across channels and applications.
You can explore the design system for yourself here.