BTG Pactual
precatórios brasil
BTG Pactual · Digital Marketing Analyst · 2019
CONTEXT
a "precatório" is a debt the brazilian government owes someone who won a lawsuit against the state, often unpaid for years. holders can wait or sell that right at a discount. before scaling, i mapped the full sales journey, ran a comparative analysis against competitors, and identified the main customer profiles.
a mystery shopper study across competitors also surfaced a secondary audience nobody was addressing: lawyers searching for information on behalf of their own clients.
MY RESPONSIBILITIES
- mapping of the sales process and identification of improvement points
- campaign segmentation strategy
- definition of calculator requirements and oversight of development
- mystery shopper research with competitors
- identification of the secondary lawyer audience and creation of a dedicated page
- structuring the website as a lead generation tool
MORE PHOTOS
STRATEGY
the core idea was a calculator where someone could type in their own judicial credit number and instantly see its resale value, integrated with 15 years of historical records for accuracy.
we also built a separate page for lawyers, with different language and depth than the page aimed at the end customer.
MARKETING CHANNELS
- website / lead generation calculator
- paid search and display
- direct outreach (lawyer audience)
VIDEO / PHOTO
RESULTS
- launched 09/02/2019
- monthly disbursement went from r$60 thousand to r$1 million
- website and calculator became the main sales channel, outperforming door-to-door outbound