The average med school student has $196,520 in debt. Mind-blowing, when you think about it (or honestly, even when you don’t). SoFi developed medical resident student loan refinancing to help these students, making it possible to refinance their debt while they’re in residency. To promote the product, our team concepted a campaign centered around Match Day, when medical school students find out where they will be going for residency.
On the day itself, SoFi held an event at Temple University celebrating new residents entering the next stage of their careers. Given this emotional and resonant moment, we captured interviews with residents that spoke to debt, ambition, and the stories that brought them to where they are today.
On digital, we nurtured residents into the refinancing funnel with web, display, and an email series titled, “Ready, Set, Residency”—and drove signups by sponsoring a contest to win $30k for residency expenses. To develop rich, highly-relevant content for this audience, we partnered with medical resident influencers (yep—those are a thing).
The campaign turned out to be just what the doctor ordered (sorry, not sorry about the pun). The email series retained over 50% open rates across all emails in the series, drove over a thousand signups, and set up a primed audience for further conversion efforts.
CW: Kelly Bonner
AD (WEB): Troy Huie
AD: Naama Sternlicht
EDITOR: Sebastian Rodriguez
ACD: Charity Read
ECD: Shahin Edalati