USAA Flowthrough Campaign

Overview:
The Flowthrough campaign targets young adults turning 18 and preparing to take full control of their membership. The goal is to guide them through key milestones, reduce uncertainty for both them and their parents, and position USAA as a trusted partner during their transition into adulthood.

Solution:
The campaign used emails, direct mail, a resource-focused landing page, and Snapchat ads. Emails offered milestone and financial guidance, direct mail welcomed them into full membership, the landing page served as a central hub, and Snapchat ads aligned with key moments starting with celebrating their 18th birthday. These efforts drove 1.1 million annual visits to the landing page, with Snapchat responsible for 64 percent of successful visits.