Member reactivation campaign.
Re-engaging 242,000 inactive members through an audience-led, multi-channel digital campaign.
A marketing campaign aimed at increasing member engagement and reactivation rates for Credit Karma.
This project required collaboration with the in-house designer to create the creative direction and delivery of all copy requirements for the campaign across email, educational blogs and evergreen surfaces in the Credit Karma app.
The results? 242,000 inactive Credit Karma members were reactivated within the first month (21% over target), resulting an in an estimated £199K revenue.
Read the case study.
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Credit Karma is a global fintech helping more than 140 million members improve their financial wellbeing through personalised credit, lending and educational products.
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The brief was to develop a multi-channel member engagement campaign that would encourage inactive members to re-engage with Credit Karma's products and services. Working closely with an in-house designer and cross-functional stakeholders, I developed the campaign's creative direction, messaging strategy and content across email, web and in-app experiences.
The challenge was to create something that stood apart from business-as-usual communications while remaining aligned with Credit Karma's global brand guidelines and broader member engagement objectives.
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Member engagement and retention were key business priorities for Credit Karma UK. While many members joined the platform to check their credit score, the challenge was encouraging them to return regularly and engage with Credit Karma's broader product offering.
The campaign needed to tap into both intrinsic and extrinsic motivations—helping members build better financial habits while creating excitement and rewarding positive behaviour.
Success relied on creating a seamless experience across multiple digital touchpoints that felt engaging, educational and distinctly different from traditional financial services marketing.
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Working collaboratively with the in-house designer, I developed the campaign's messaging and content strategy across:
engagement and consideration emails
website and landing page content
in-app engagement modules
educational blog content
Every touchpoint was designed to support members' decision-making, encourage product discovery, and reinforce Credit Karma’s role as a trusted financial well-being partner.
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Reactivated 242,000 inactive members in the first month.
Exceeded campaign targets by 21%.
Drove 80K Android app downloads in its first quarter.
Generated £199K+ in revenue.
Increased visits to the Credit Build product experience by 9.42%.
Generated approximately 13,000 monthly app downloads despite no direct download CTA.
Strengthened member engagement across multiple digital touchpoints.
Project snapshot.
Reactivated 242,000 inactive members in the first month.
Generated £199K+ revenue (21% above target).
Delivered across email, web and in-app channels.
Developed campaign creative direction and messaging strategy.
Collaborated with designers and cross-functional stakeholders.
Increased member engagement across key product experiences.
