Knowing we could target millennials and young parents with marketing messages, an art director, developer, and I crafted an interactive landing page that would engage both audiences.
I had to negotiate (read: plead and nearly fight) with the lawyers for the aspirational, "brighter future" lead. That phrase and idea set the tone for the entire page, where users could choose their investing adventure.
A thought-starting infographic led off, employing copy appropriate for a young, savvy audience. Educational topics followed.
Parental figures were presented with their own relevant infographic and messaging.
At the page closing, users answered a few questions to determine which account type was right for them.
Here we also promoted the free trade-credit offer—instead of screaming it in the lead, as had been done in previous years. This approach engaged users for the right reasons: emotional, logical, forward-thinking.