Credit Karma, an Intuit company, is a free consumer technology company with more than 130 million members in the United States, UK and Canada.

To counteract the saturation of returning members to their platform, Credit Karma created the ‘Member of the Month’ initiative. Member of the Month is a monthly cash prize of £5,000 to one UK Credit Karma member who grew their credit score by five or more points in the last full calendar month.

The initiative aimed to promote both intrinsic and extrinsic motivations for Credit Karma members to use the services CK provides; beyond checking their credit scores.

In collaboration with the in-house designer, I was asked to develop a creative direction for the campaign that stands out from BAU Credit Karma creative styling – but still adheres to the brand's global style guide.

I also wrote all the copy and content for this campaign. This included assets such as in-app surface copy and engagement modules; launch and educational emails sent to Credit Karma members; website copy and landing page content; and an educational blog.

242,000 inactive Credit Karma members were reactivated (21% over target), resulting an in an estimated £199K revenue.

+9.42% member visits to the Credit Build page in the Credit Karma app – illustrating a motivation to re-engage with the product offering.

We saw around 13K app downloads from members each month from the Member of the Month teaser emails – despite no direct CTA pushing for this.