Each year, OneMain invites customers to enjoy a series of events and product offers to celebrate simply being a OneMain customer. There are two events during the year to celebrate this relationship and their communities: Community Appreciation Days in May and Customer Appreciation Days in November. We plan for engagement and multi-channel promotion in the months leading up to each celebration.

OneMain offers each customer an opportunity to customize a unique, personal loan solution that works for their individual needs. Each year, we are challenged to come up with new strategies and creative packages to help support these products and communicate a unique one-to-one relationship while highlighting the celebratory nature of the branch events.

Our process includes three parts: strategy, development, and promotion. During this entire project, we must keep in mind the event materials can stretch brand parameters to include a more celebratory style, but still must be a recognizable OneMain product and event. The materials must also easily translate from direct mail to point of sale to e-mail, ensuring customers understand the many possibilities that can benefit their own personal situations and needs.

Bringing a new energy to OneMain’s seasonal CAD campaign branding has in turn brought increased traffic and loan bookings to branches during the promotional period. Engagement continues to rise, both from an employee and customer perspective, and the most recent campaign has seen nearly 10k sweepstakes entries and over 30k page views in the first two weeks. A true focus on the customer has brought new life to CAD, and the numbers only begin to tell the story.