Fingerhut Credit
Over 60 Million consumers in the United States don’t have access to the credit they need for purchases.* Fingerhut’s goal is to meet that need by offering our proprietary credit products to consumers who have:
• Experienced credit challenges and want to rebuild their credit
• Little to no credit history and want to build credit
Our credit products include the Advantage revolving credit account and FreshStart, a one-time purchase program for those needing to establish new credit or start over after a major life event.
Writing for credit products can be challenging because the industry is highly regulated and monitored, but there’s still plenty of room for play in the credit sandbox.
Account Activation Videos
We created these to encourage new account holders to make their first purchase in the first 30 days after approval.
0-7 days since approval
I focused on an important part of having credit — being able to provide your family.
8-15 days since approval
I reinforced how their new account can be used to help stretch their budget.
16-30 days since approval
Highlighted that shopping is the first step to building credit history with their new account.
Campaigns
These concept ideas were created to highlight Fingerhut as a place to get credit for today and the future. Background for each concept is show below.
Concept name: Million Reasons
Idea: After writing down a lot of the reasons why people need good credit, I realized that although some of the reasons are universal, many are specific to each person.
Concept: You’ll Do It
Idea: We can offer a chance for people to build or rebuild their credit, but since it’s up to do the hard work, I chose that as the focus.
FreshStart Landing Page Upate
FreshStart is offered as an alternative for applicants who don’t qualify for an Advantage account. If they make all of their payments on time, they can get upgraded to the Advantage account. We updated the FreshStart landing page to show more benefits of the program.
Why did I choose this headline? Based on our internal data, we knew that completing the program would give customers an increase in their credit score, but boost sounded more energetic and positive to me. I also like to use curiosity + benefit headlines because I think they do a good job of immediately engaging customers.
FreshStart Stimulus Email
We knew many of our customers would be getting stimulus checks, so we showed them one way they could use theirs that they may not have considered.
Explainer Video
Explain the key parts of the Fingerhut value proposition in less than 30 seconds? Challenge met.
Experimental Video
I was asked to write, produce and create a low-budget video featuring a spokesperson. This is the result.
Gettington
Gettington was started in 2009 to target consumers with higher credit scores. They shopped more for their wants versus their everyday needs, and Gettington Credit’s easy monthly payments helped them indulge their love of shopping. Sadly, the brand was de-prioritized in early 2020 and will be shut down in 2021, but here are a few pieces that show credit-focused ideas.
* Marte, J. (2019, September 24). U.S. consumers' access to credit may be worse than previously thought: Fed study. Reuters.
https://www.reuters.com/article/us-usa-fed-credit/u-s-consumers-access-to-credit-may-be-worse-than-previously-thought-fed-study-idUSKBN1W931O