Projects that never saw the light of day!
We all work on projects that we love and but never come to fruition, here are a few from my time at Wells Fargo that I wish would have materialized.
Ask Sarah: College Loan Edition
Millennials trust User-Generated Content (UGC) 50% more than other groups, finding it 20% more influential on purchases than other media types. They’re seeking out people closer to their age who share practical solutions and how-to videos for life’s various challenges.
Paying for college is stressful, and applying for a student loan can seem complicated, with countless questions. Since instant gratification is an expectation for this audience, we needed to capture their attention quickly. To do this, we proposed partnering with high school and college guidance counselors to co-host Instagram Stories sessions using Question Stickers. The host of the "Ask Sarah" series was a relatable WF representative who also specialized in loans, making the experience both informative and accessible.
DIRECT MAIL
Multiple DM drops were added to the campaign because research had found Millennials have a 71% open rate. The direct mail drops where targeted to college-bound high school seniors and their parents, returning undergraduates, and graduate students, all of whom were all existing Wells Fargo customers.
The DM’s tone was friendly, human and non-bank like. It introduced the recipient to Sarah (a Wells Fargo Student Loan Consultant) and drove traffic to the future IG Stories sessions. There was also an additional CTA to the WF application page online.
Instagram Stories Question Stickers
The Wells Fargo Instagram channel takeover was a fun way to reach new audiences and injected some personality into Wells Fargo’s regular complicated content. Sarah (a Wells Fargo Student Loan Consultant) along with high school and college guidance counselors would be available to field questions from IG users about applying for finance support to college.
Additional Social
To amplify and build brand awareness for Wells Fargo’s Instagram channel takeover additional targeted ad placements were proposed, those included IG carousels and single organic posts.
EMAIL
___________________________________________
Mobile Wallet
Wells Fargo Wallet was a new mobile payment feature within the Wells Fargo Mobile Banking app for Android OS users. WF Wallet enables customers to pay at the point of sale using their mobile phones at over a million retailers nationwide.
The campaign objectives were twofold: first, to reach WF Android cardholders and build awareness of the new WF Wallet payment function; and second, to drive card activation in the app by highlighting the security and convenience of mobile payments with WF Wallet. The creative emphasized that the WF app users know and love now includes a valuable new feature. Bold and friendly, the campaign energetically announces the addition of mobile payment functionality.
___________________________________________
In-house Creative Rebranding
The in-house creative team was reorganizing and part of the restructure was a name change and a rebrand. Below are several explorations of the new name "House of Wells" on various applications.
DIRECTION 1
DIRECTION 2
