Credit Karma: Create Your Own Karma

The Situation: Credit Karma evolved their app from just a credit score checker to include full financial services. We were tasked to make consumers aware of the newly added services and to get more people using the app.

The Insight: Many consumers don’t think they’re worthy of help from banks or financial advisors. They don’t think they have enough money for them and believe these types of services are reserved for the wealthy. As a result, these people write off the services, ignoring what banks offer. To get this target to benefit from Credit Karma’s new services, we couldn’t just tell them what they did, we had to give them the confidence to believe they could use Credit Karma.

The Strategy / Brief: Give consumers the confidence to realize that with Credit Karma they can make financial progress.

The Creative Platform: Create Your Own Karma.

The Results: Consumers realized they could create their own karma. The campaign increased adoptions of new financial services by 10.6M users (worth + $508M in value for Credit Karma) and grew consideration +8ppts.

Awards: 2023 Effies: 1x Bronze, 1x Shortlist

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2022