Sexy
CRM stuff
I’ve been told creating customer-centric CRM copy that’s bang on TOV is a “superpower” of mine. (I’ll take it.) It’s not always the sexiest work, but there’s a real art to it.
So whether it’s bringing a little spark to a BAU brief or helping overhaul a CX journey, I’m your person. Check out some examples below – or email me for more.
MAKING BRITS EXCITED ABOUT MAKING MONEY.
‘Your Money Year’ is an annual campaign that helps Lloyds Bank customers a) pinpoint and b) reach their personal money goals over the next 12 months.
But we knew customers wouldn’t look twice at a generic email with the same old penny-pinching tips and tricks, supported by dull stock shots.
So we crafted the copy and illustrations to be completely tailored to the customer, based on their life stage, personal goals, as well as data from their spending habits and existing products. (It worked a treat.)
SPICING UP THE BAU BRIEFS.
Forget the usual stock shot images and lofty copy. This ANZ Personal Loans campaign combined a playfully clever execution with a down-to-earth message and data-driven personalisation to grab attention and better connect with customers.
The results:
✔︎ $5.6m RAR vs. $4.6m target.
✔︎ 5.4k applications vs. 3k target.
✔︎ 32% response rate vs. 30% industry standard.
REINVENTING THE ‘EMOB’ JOURNEY FOR NEW CREDIT CARD CUSTOMERS.
‘Early month on book’ (aka ‘EMOB’) is a crucial time for ANZ’s new credit card customers. There’s a lot to sort out and set up.
We needed to get more new ANZ credit card customers to set up their account properly in 30 days. Plus, start using their card within the first 90 days to make it a habit.
So we made sure new customers had all the info they needed, in one clear and concise place, in one memorable structure: “Get set up. Get on top. Get the most.”
The result: 65% open rate vs. 30% industry average.
TURNING THE COMPLEX INTO SOMETHING COMPELLING.
Ok, so it’s not technically ‘CRM’. And not exactly “sexy”. But rewriting ANZ’s Privacy Policy was the ultimate test in turning something highly technical and legally sensitive into a customer-centric and succinct piece of comms, while juggling multiple stakeholders.
For your personal copy, pop into your local ANZ branch.
