Women Who Dream
The data said women converted better at every stage of the funnel. So we built a campaign for them.
The problem
Averages hide people. While digging through our funnel data, one pattern kept surfacing: women converted better than men at every single stage. Our marketing didn't reflect that at all. It spoke to "students," a group that doesn't really exist.
The spell
I turned the analysis into a campaign idea and partnered with Shreya on our team to bring it to life. Women Who Dream spoke directly to women planning to study abroad, with stories and messages built for them rather than adapted from a generic version.
The idea had legs. We later brought it back to reach nursing students as part of a broader push to diversify where our borrowers came from.
What happened
Qualified leads from women grew 2.4×, and loan volume accepted by borrowers grew 2.2×.
Created with Shreya and MPOWER's campaign team. The idea and the analysis behind it were mine; the launch was very much a duet.