A year after the Go Far Rewards program launched, research indicated that Wells Fargo customers were aware of the rewards program but only a small percentage reported being loyal. The challenge was to create a customer facing post-launch marketing campaign that transitioned from the introductory phase to an educational one by changing the thinking of Rewards consumers. To gain a better understanding of the program’s breadth of features the solution focused on the customer’s ability to personalize their rewards to their needs.