Zip Campaign Plan
Challenge
In 2021, as the COVID-19 pandemic began to wane, Australian buy-now-pay-later brand Zip aimed to break into the highly competitive US market. The brand faced several challenges, including low brand awareness in the US, a saturated market with established competitors like Quadpay, and ambitious goals such as gaining 20 million users by the end of 2022.
We pitched this brand and won, due to a robust creative platform and strong communication plan, which I played a key role in creating.
Goals
The strategic initiatives and the launch campaign was set up with the following goals in mind:
Increased Brand Awareness: Successfully positioning Zip in the US market, generating significant buzz and interest during the launch phase.
Enhanced Consideration and Trial: Inspiring potential users to consider and trial Zip as a trustworthy and user-friendly buy-now-pay-later option.
Strategic Foundation for Growth: Laying the groundwork for Zip's ambitious goal of gaining 20 million users by the end of 2022 by setting up the brand for sustained growth in a competitive market.
Tactics
To address these challenges, we developed a comprehensive launch campaign idea based on deep audience, category, and media insights. Our strategy was to position Zip as a trustworthy and appealing alternative to other payment and credit card companies, focusing on being 'good' to garner trust rather than appearing predatory. Key steps included:
Audience and Market Research: Conducted thorough research to create detailed audience personas and a consumer journey map, identifying key touchpoints for engagement. We also identified HOW to connect with the audience effectively.
Creative Campaign Development: Devised a standout creative idea to position Zip as the new category hero, differentiating it from competitors.
Strategic Planning: Developed a channel plan and a go-to-market plan in collaboration with media strategists. This included a comprehensive media approach to maximize reach and impact.
Cross-Functional Collaboration: Worked closely with account, media, earned, paid, influencer, production, and creative teams to ensure a cohesive and effective campaign execution.
Project Responsibilities
Lead connections planner on new business pitch which won the account.
Created audience personas based on research data
Developed the consumer journey and touchpoint map
Designed the channel plan
Collaborated with media strategists to create the go-to-market plan
Worked cross-functionally with account, media, earned, paid, influencer, production, and creative teams to create the campaign plan
Developed the overall media approach