Case study: How Pepper Money uses Tracksuit to demonstrate brand performance to company leadership

We spoke with David Berry, Head of Brand and Digital at Pepper Money, to find out how the company uses Tracksuit to build confidence in their execs and board members.

Having a good financing partner is a must when you're in the midst of life's biggest milestones. Whether funding a car purchase, buying your first home, or starting a business, the right support can make all the difference. Pepper MoneyOpens in new tab, one of Australia and New Zealand's leading non-bank lenders, does exactly that.

Established in 2000, Pepper Money began as a specialist residential home loan lender that served customers who traditional lenders were turning down. Fast-forward to today and Pepper Money has expanded its loan offerings to cover auto, personal, commercial, and, of course, home loans.

Getting leadership buy-in and confidence 🤝 ✅

Pepper Money is heavily focused on building trust and continuing to offer flexible loan options that meet the needs of modern borrowers. From a brand positioning perspective, trust is one of the key brand statements Pepper Money is using Tracksuit to monitor the progress on.

As David puts it, "Trust is key for us over the next few years as it is a sustainable point of difference compared to something like being known as the cheapest. This aligns with a business-wide initiative to improve the experiences of our customers, partners, and staff across all touch points."

Seeing as Pepper Money’s CEO was the one that first discovered Tracksuit, adoption and buy-in for the tool has been seamless within the business.

“We were looking for a new brand tracking partner as our existing system was too expensive and not user friendly,” David says.

“Our CEO came across a report that included charts from a company using Tracksuit and shared them with us. We then reached out to Tracksuit and realised one of our business partners was using them already so we seeked their feedback. Given the investment and the fact it gave us the essentials we needed, it was an easy decision to make the swap.”

David and his team now use Tracksuit to bring Pepper Money's leadership (such as their top executives and board members) along on the journey so they can continue launching brand initiatives and reach their customers with the right messaging.

"We're a listed business and want our senior executives and board to have confidence in the work we're delivering and support our proposals for additional investment or even keeping things the same given the current climate," he says.

Tracksuit's platform has been super useful in this area, as it allows David to present brand data and easy-to-grasp visuals to the company's leaders.

Monthly reports for monitoring KPIs, brand growth, milestones, and more 🎯 📈

Off the back of a multi-channel OOH, video, social and radio campaign that ran in bursts across Feb to July, Pepper Money saw a statistically significant increase in key brand metrics in July on Tracksuit, including a 4% lift in consideration and preference.

“We’re thrilled to see the positive impact our recent brand campaign is having on consideration and preference metrics in such a short time,” David says. “These metrics are notoriously challenging to improve, but our integrated approach across multiple channels and stages of the funnel is proving effective.

“Our brand campaigns not only raise awareness of our brand but also highlight the options available when traditional banks say no. Additionally, we use content to enhance financial literacy and share the inspiring stories of our customers and brokers.”

Alongside monitoring brand growth, Tracksuit has also made data-gathering so much easier for Pepper Money. Rather than crunching the numbers or sifting through lifeless graphs, the team can use Tracksuit's beautifully designed dashboards to see how the brand performs.

They're able to track brand metrics regularly, so they can stay proactive, know where they stand in the market, and make timely adjustments.

"We love that we get monthly updates so we can look into any issues ASAP. The visuals and comparison tools make it so much easier to explain the results and help provide market context. It saves us so much time not having to turn raw data or generic charts into something meaningful," David says.

"We like that we can easily drop in milestones to show when there has been major marketing or external activity that can influence results. Tracksuit is building a base of other strong brands as clients, which always helps build confidence in our execs that we're working with the best in market partners."

Onward and upward 🙌

David and the team are currently using Tracksuit to analyze brand performance, and they intend to continue leveraging the data for strategic decisions.

"Now that we have a good six months of data in the system, we're looking at how we're tracking at a state level to see if the results line up with any state-specific media strategies. We're also looking for any opportunities for future campaigns,” David says.

“We don’t have huge budgets so being able to focus our efforts is really important. Being able to measure trust was new for us as well but aligns with our big focus on customer experience over the next few years.

We’re so excited to be along for the journey of helping Pepper Money grow their brand in the coming year!