Laurel Road YouTube

Laurel Road was a new brand with minimal brand recognition and almost no awareness. Potential customers were located across the entire country but they lacked the budget to do a true nationwide push. Their target audience was significantly smaller than the population as a whole because it was limited to people with student loan debt. The success of their national digital efforts was limited due to a lack of brand awareness and limited opportunity for depth of sale in their digital messaging.
Without the budget, we identified key markets that have high numbers of potential consumers and are easier to generate awareness cost effectively. We increased the effectiveness of their digital efforts by launching a YouTube video campaign with national reach.