CONTENT MARKETING
CASE STUDY

1. Introduction:
This case study delves into the collaboration between Salty & Lit Marketing and Travis Credit Union, a financial institution, to revamp their marketing approach. The focus was on targeting Millennials and Gen Z with a Millennial-first messaging strategy, incorporating vibrant and on-trend visuals. By conducting A/B testing and leveraging data-driven insights, Salty & Lit Marketing successfully implemented a groundbreaking campaign that surpassed industry norms and resulted in significant growth for Travis Credit Union in the first quarter of 2019.

​

2. Objectives:
a. Develop Millennial-first messaging for complicated bank products.
b. Stand out from competitors through unique and on-trend visual elements.
c. Increase open rates and engagement among the target audience.
d. Achieve substantial growth for Travis Credit Union in the first quarter of 2019.

​

3. Methods and Implementation:
a. Identifying Target Audience Preferences:
   - Conducted thorough research on the Millennial and Gen Z demographics, focusing on their preferences,           interests, and trends.
   - Recognized the demand for relevant and on-trend content that resonates with the target audience.

b. A/B Testing and Image-Centric Approach:
   - Recognized the impact of visuals on engagement and conducted A/B testing to evaluate the effectiveness        of different approaches.
   - Group A received an email with an attention-grabbing image and headline, while the product description             took a secondary role.
   - Group B received a different email with a less captivating image and headline.
   - Monitored open rates and analyzed heat maps to assess user engagement and preferences.

c. Results and Analysis:
   - Group A, with the striking headline "Bump Up the Volume" achieved an exceptional open rate of 30%,                surpassing the typical rate of 20%.
   - The heat map analysis indicated that users were drawn to click on the image, demonstrating the                             effectiveness of the visual element.
   - In contrast, Group B had a dismal open rate of 5%, accompanied by indications of a desire to unsubscribe.

​

4. Campaign Launch and Results:
   - Based on the successful A/B testing results, Travis Credit Union launched a marketing campaign                           incorporating the image-centric approach and captivating messaging.
   - The unique and vibrant campaign stood out from competitors and generated significant growth for Travis            Credit Union during the first quarter of 2019.

​

5. Conclusion:
Salty & Lit Marketing's collaboration with Travis Credit Union led to the successful transformation of its financial marketing approach. By employing a Millennial-first messaging strategy and incorporating visually captivating elements, the campaign achieved outstanding results. The A/B testing confirmed that the image played a more significant role than the headline in attracting and engaging the target audience. The campaign's remarkable open rate and positive user feedback demonstrated the effectiveness of the unique and on-trend approach, ultimately driving substantial growth for Travis Credit Union. This case study showcases the importance of data-driven insights, creative thinking, and understanding target audience preferences in developing successful marketing campaigns within the financial industry.