What they were up against.
Peachtree is the nation’s second-largest provider of structured settlements. The category targets those actively receiving structured payments as a result of annuity payments, life insurance policies, lottery winnings and active, nonsettled lawsuits. When Peachtree was acquired by J.G. Wentworth, the goal was to reposition the brand and expand the market. To ensure continued growth, they also needed to attract the disengaged portion of the market and increase close rates.
What we did to help.
We found new audience segments with high potential, but because of apprehension and inaccurate perception, had not bought into the category. For them, financial success always remained “somewhere down the road,” so we had to demonstrate how Peachtree could make their financial dreams happen today. Those dreams varied from one segment to the next, so we wanted to make sure that only the most relevant messages reached each unique prospective customer.
We created a theme that resonated across customer groups. “See What You Can Do” illuminated a new opportunity Peachtree offers customers. We rebuilt the digital ecosystem with a website and engagement framework that appealed to a variety of customers and behaviors. We then took the message to the masses with TV and email campaigns targeting four unique audiences. We elevated the brand and reframed the transaction process from a “desperate option to make ends meet” to “achieving important life goals.”
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What happened next.
Tracking data showed a boost in conversion for the new creative over previous control, with a positive trend on key front-end media metrics. For example, we immediately drove a 25% improvement in Peachtree’s lead conversion rate. We also drove sustained improvement in cost-per-lead metrics.