Brand: Experian

Role: Content Strategy Manager

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Experian is one of 3 major credit bureaus. Leading D2C content strategy at one of the oldest institutions in the financial world—credit—makes innovation a challenge. There are many laws, rules, and compliance mandates.

 

When I headed up content strategy, I continued using CRM to test angles and ideas, with the objective of attracting consumers back into their credit report.

 

Here are just two of the dozens of angles I used in partnership with CRM and Creative: 1) presenting one's credit report as a financial story; and 2) referring to one's credit report as a financial profile that lenders check.

 

At the same time we tested positioning in CRM, we launched this "Credit Summary" view of one's data within the product, using a unique dialogue format to show consumers their personal data alongside recommended actions.

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Experian is trusted as a brand, and individuals look to it for authority, reassurance, and guidance. This format leaned into those brand strengths in a new way to display information that wasn't necessarily new. 

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This project demonstrates the power of story and content to drive innovation via positioning. The right positioning opens up new customer relationship building and monetization opportunities, exemplified by the module with messaging that's recommending an action based on the individual's account data (this is all fake data btw—not a real person's).

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