LendingTree leans into brand-building | WARC | The Feed
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LendingTree leans into brand-building
Online lending marketplace LendingTree successfully heightened its emphasis on brandbuilding instead of focusing primarily on performance marketing, in an effort to develop stronger relationships with consumers.
Why it matters
Performance marketing looks to drive instant results, but such an emphasis on immediate goals doesn’t necessarily contribute to effective long-term growth. Maintaining a healthy balance between performance marketing and brand-building can strengthen more enduring consumer perceptions, and thus help facilitate sustainable growth.
Takeaways
- Last year, LendingTree unveiled its first TV campaign in over three years, with actress Molly Shannon playing a woman named “Linda” who shows consumers how easy it...
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