CommonBond - 2019 Brand Awareness Campaign

Let’s be real, it isn’t about avocado toast or lattes.

How do we let women in the US, who have the larger share of student loan debt, know there are options for them?

During the summer of 2019, our Brand Marketing Manager proposed that we work on a campaign that spoke to the population of women ages 24-39 who have a higher percentage of student loan debt.

Through internal focus groups, where we discussed real financial fears, with our women coworkers, competitive analysis and a lot of great work from our creative team, we executed the “Live Your Life” campaign that ran in August of 2019 entirely internally with a team of 4 creatives.

The mantra of “Live your life. Even with student loans.” is close to my own heart because I have student loan debt and used CommonBond to refinance my loans in the spring of 2019.

I felt proud to write this tagline and work with our CD and ACD to pair it with visuals of real women living their life without fear or worry due to debt. It was a pivotal moment in my career to see the ads running in my home subway station on my way to work in the mornings.

The campaign ran in partnership with VOX Media, Refinery 29 and NPR with a custom landing page, OOH print send and social growth ads.

We saw an incredible increase of 40% of account creates within the targeted demographic between August and September of 2019.

(Copywriting/Campaign Creative Development - Commonbond)