Product Comparison Campaign: Phase 1

Want your customers to see how the benefits of your product or service outshine your competition? Use a head-to-head comparison.

Start with a blog post, then repurpose the content for email and social media. Keep reading to see how this can come to life.

For this campaign, we were asked to promote the two advantages Fingerhut credit has over buy now, pay later (BNPL) options like Affirm, Klarna and AfterPay.

Why? A customer survey revealed that many Fingerhut customers had starting BNPL. 

The company was concerned that regular customers would use their credit accounts less, and the additional debt could impact their ability to pay on their accounts.

I did exhaustive research on the BNPL industry before I started writing. I could see why these new credit options had become attractive to shoppers.

BNPL was available in nearly every online checkout, and most had only four payments. So, almost anyone would be tempted to use BNPL for smaller purchases.

Yes, even me. C’mon, holiday shopping gets expensive.

I knew I’d promote Fingerhut credit in the content, but felt it was important to share the negatives of BNPL, too. And I wanted the reader to feel that I understood why they might use it.

My Contribution
I wrote the entire campaign, which included a blog post and a series of three emails, plus organic and paid Facebook posts (not shown).