Behind the Strategy: Shifting the Narrative for Money Mart Installment Loans
Helping Money Mart reposition their installment loan product meant doing more than just running ads — it required a complete shift in mindset, messaging, and media to reach a new, high-value audience segment.
Why We Did It
Installment loans have traditionally been associated with financially vulnerable demographics, but that perception doesn’t reflect today’s economy. More professionals — especially white-collar workers — are seeking short-term liquidity options that align with their lifestyle and responsibilities.
Our team saw an opportunity to reposition Money Mart's offerings in a way that emphasized financial flexibility, credibility, and convenience — speaking directly to an audience often overlooked in payday loan marketing.
Execution Overview
Audience Shift
We shifted targeting away from broad or financially distressed audiences and focused on white-collar professionals across industries like tech, consulting, healthcare, and education. Using audience insights, we refined personas based on income range, job title, and financial behavior.
Creative & Content
Tailored visuals and messaging were designed to appeal to a professional audience — highlighting benefits like structured repayment, transparency, and access to funds without financial stigma. Messaging leaned into themes of responsibility, control, and growth.
Media Strategy
We activated media on platforms where white-collar professionals spend their time:
- LinkedIn Sponsored Content
- Financial newsletters and premium content sites (e.g., The Globe & Mail, Bloomberg)
- Google Search for high-intent queries around debt consolidation, loan comparison, and emergency funding
Retargeting & Upselling
We enriched Money Mart's CRM data to retarget past clients with custom offers. Using behavior-based segmentation, we delivered dynamic creative that spoke to returning users’ historical needs — resulting in strong engagement and higher-value conversions.
What Stood Out
- The tone shift in creative proved to be a key differentiator — elevating the brand perception of installment loans
- Cross-platform cohesion gave the campaign authority and credibility in premium environments
- Customers responded positively to personalized content, especially returning users who were served curated messaging
Wins
- 30% lower cost-per-application compared to the previous campaign cycle
- 2.1x increase in qualified leads from white-collar professionals aged 28–45
- Significant uplift in returning users, thanks to retargeting and email CRM reactivation
What’s Next
Based on the strong performance, we're expanding this segmentation strategy into Money Mart’s other financial products and geos — and doubling down on lifecycle campaigns to nurture long-term customer value.
Money Mart’s repositioning proved that with the right messaging, creative, and targeting — even traditionally stigmatized products can resonate with modern professionals. And that’s where our team thrives: creating relevance where others don’t look.