Concept
Debt carries stigma.

Especially in an uncertain economy—
with rising rates and shrinking confidence.

Discover didn’t just need awareness of its personal loans.
They needed confidence in how they’re used.

So instead of talking about loans,
we showed what they unlock.

We built a three-part content system
designed to reframe how personal loans fit into your financial strategy.

1. Data-Driven Narrative

Real stories of people navigating debt differently.

Not abstract advice—
but lived experience.

How they used personal loans to recover, restructure, and move forward.

2. Financial Personality Quiz

A personalized experience that helped users understand their relationship with debt.

Each step surfaced tailored guidance around:
smarter spending, clearer repayment strategies, and using debt more intentionally.

3. Influencer-Led Content

Trusted financial voices helped normalize the conversation around personal loans.

Creators like CFP Britney Castro shared how loans can be used intentionally—
as a tool for planning, not panic.

No fear.
No stigma.

Just clearer ways to think about debt.

Results

Time spent on the interactive article exceeded benchmarks by 3x.
Quiz completion rate reached 85%.

The campaign was renewed for 2 consecutive years,
with investment increasing 30% year over year.