Brand activation campaign

Loan Shark Week

Credit Karma wanted to do a BIG brand activation campaign. The budget was big, and the idea needed to be big to draw media attention across the country. My copywriter partner and I came up with Loan Shark Week—a payday loan forgiveness stunt that would educate people on the dangerous cycle of payday loans, provide financial relief for some members, and of course, take place during Shark Week. It involved opening a real anti-payday loan shop, starting a social petition and raising awareness on social channels to help put an end to the high APR predatory lending.

We pitched the campaign to marketing executives and PR leaders and it was one of the final two in the running. The budget ended up being cut, so there was no big activation campaign in the end, but this is one of my favorite projects that I’ve gotten to work on. I designed a logo, social content, what the anti-payday loan shop could look like, and other assets that would bring the campaign to life.