Pay with Extend

As a creative lead, I contributed to Extend’s success by:

• Designing and executing paid marketing campaigns for social media and Google Ads.
• Iteratively testing and refining web page content, including user benefits and CTAs, over a six-month period.
• Crafting the tagline: “Create virtual cards with the banks you already trust.”

The Process

Creative Campaign Development

• Collaborated closely with the Extend marketing team to capture their mission and translate it into a concise, impactful tagline.
• Designed visual assets and messaging for paid advertising campaigns, focusing on the platform’s ability to simplify spend management while leveraging users' trusted financial institutions.

Paid Ad Campaigns

• Launched targeted campaigns on social media platforms (LinkedIn, Facebook, and Instagram) and Google Ads.
• Highlighted user pain points like inefficiencies in expense management and positioned Extend as the solution.
• Optimized ad creatives and copy regularly based on performance metrics.

A/B Testing & Iterative Improvements

• Conducted systematic A/B testing across web pages to evaluate different layouts, messaging, and user benefit content.
• Tested variations of CTAs, headline structures, and content hierarchy to identify what resonated most with the audience.
• Leveraged data insights to refine designs and content, ensuring maximum clarity and user engagement.

Tracking & Results

• Monitored campaign performance using analytics tools, adjusting strategies to optimize for click-through rates (CTR), conversion rates, and cost-per-click (CPC).
• Collaborated with stakeholders to ensure alignment between marketing goals and user experience improvements on the site.

Challenges Overcome

• Communicating Trust in Virtual Cards: One major challenge was addressing skepticism around virtual cards and ensuring users understood the integration with their trusted banks. Strategic messaging and the tagline helped overcome this barrier effectively.
• Optimizing Performance: Paid ad campaigns required constant iteration to remain cost-effective and impactful. Leveraging A/B testing ensured every adjustment was data-driven.
• Maintaining Consistency: Ensuring all marketing materials aligned with Extend’s brand identity and mission required meticulous attention to detail and frequent collaboration with stakeholders.

Outcome

The creative marketing campaign, anchored by the tagline “Create virtual cards with the banks you already trust,” successfully increased user trust and interest in the platform. Paid ad campaigns achieved groundbreaking results, including a significant boost in user acquisition and reduced CPC over the campaign period. A/B testing helped optimize the website’s user benefit content, contributing to improved engagement metrics and conversion rates.

Takeaways

This project demonstrated the power of combining creative storytelling with data-driven optimization. The process of crafting impactful messaging, iterating through A/B testing, and closely tracking results underscored the importance of adaptability and collaboration in achieving marketing success. Pay With Extend’s campaign not only elevated their brand but also reinforced my ability to deliver measurable results in creative marketing.