Client need
A revolution in the form of Afterpay was disrupting the payments category right up to the Big Four banks, making demons of credit cards and acquiring new customers by the billions, thanks to an unprecedentedly unregulated point-of-sale lending environment.
Our client, flexigroup, had been financing life’s bigger buys (fridges to TVs, beds to big holidays) for decades. They needed an approach that protected their bread and butter and kept them on the radar through one of the biggest payments disruptions since the dawn of the credit card.
Hello humm
In 2019 the business brought in a new CEO. Her first move was to review the product portfolio and massively simplify it, taking more than 20 legacy products down to just four, then leading a digital transformation that took the lender from paper forms at the checkout to app-based sign-up, in step with market-stormer Afterpay.
The hero product was humm, and the business was renamed on the ASX from flexigroup to humm Group, ticker HUM. Over four years more than two million new customers were acquired and four tech journeys were built – each needing brand-new comms: customer-lifecycle messaging, organic and paid social, and full out-of-home and online acquisition campaigns.
humm Group was, and is, beagle’s foundation client. We continue to work with them as they evolve the business for today’s market.
“Four new brands to market, across channels, in twelve months.”
Benefits to humm Group
- Multi-modal, quick-fire deliveryTheir mantra was #GSD – get stuff done – and we did, delivering four new brands to market across channels in twelve months.
- Brand research supportWe built research stimulus from an intimate knowledge of the entire brand portfolio and its customers.
- In-situ consultationWe joined every team meeting and worked like part of the team, staying close to fast-moving deliverables.
- Increased campaign volumeWhere bigger competitors managed one campaign a month, humm shipped several a week.
- Team education & growthAs a value-add, beagle shared its copywriting expertise – building a training program and mentoring UNSW interns.