Media Strategy & Focus:

• Goal: Launch Wells Fargo’s Active Cash Card, emphasizing 2% unlimited cash back on all purchases with no category restrictions.

• Target Audience: Affluent professionals, Millennials, and Gen X who use high-spend credit cards for everyday expenses.

• Competitive Positioning: Compete directly against Citi Double Cash and Chase Freedom Unlimited while establishing brand trust.

• Approach:

  • Position Active Cash Card as a superior, hassle-free cash-back option vs. competitors.

  • Integrate DTC digital tactics to acquire new cardholders efficiently.

  • Implement test-and-learn media approach to optimize ROAS and CPA.

Media Plan & Execution:

• Paid Digital Channels:

  • Programmatic Display & Video: Custom audience targeting using Adobe Audience Manager and LiveRamp.

  • Paid Social (Meta, TikTok, Twitter, LinkedIn, Snapchat, Pinterest): Leveraged in-feed video + carousel ads with DCO (Dynamic Creative Optimization).

  • Search (Google & Bing): Focused on high-intent keywords like “best cash back credit card” and competitor conquesting (Citi, Chase, Amex).

  • YouTube & CTV (Connected TV): High-impact non-skippable 15s and 30s video ads on Hulu, Roku, YouTube, Peacock targeting financial decision-makers.

  • Influencer Marketing: Partnered with personal finance YouTubers & TikTok creators to promote real-world Active Cash benefits.

Creative & Messaging Approach:

• Hero Message: "Unlimited 2% Cash Back. No hoops. No limits. Just rewards."

• Ad Variants:

  • Lifestyle creatives showing real-world spending (dining, shopping, travel).

  • Comparison ads highlighting “Better than Citi Double Cash”.

  • Testimonial-driven influencer ads to build trust.

• CTA Variants: "Apply Now" vs. "Compare Your Rewards".

Results:

• 60% lower CPA vs. traditional credit card acquisition benchmarks.

• 8X increase in new card sign-ups within the first 6 months.

• 43% increase in approval rates due to high-quality applicant pool.

• Best-performing campaign in Wells Fargo credit card history at the time.

Media Strategy & Focus:

• Goal: Drive awareness & acquisition of the newly rebranded Everyday Checking account targeting Gen Z & Millennials.

• Challenges: Overcome negative brand sentiment from past banking controversies.

• Solution: Position Everyday Checking as the most accessible banking option for younger consumers with digital convenience.

Media Plan & Execution:

• Multi-Channel Digital Strategy:

  • Meta, TikTok, Twitter Ads: Highlighted mobile banking ease.

  • Google Search & Display: Competitor conquesting (Chime, SoFi, Capital One).

  • Influencer & UGC Campaigns: Partnered with finance creators to discuss zero overdraft fees & mobile check deposits.

  • Reddit & Discord Ads: Engaged younger, financially savvy communities.

Creative & Messaging Approach:

• Tagline: "Banking Made Simple. Open in Minutes."

• Ad Formats: Short-form video, GIFs, and static carousel ads.

• Focus on Trust-Building: "FDIC insured," "No overdraft fees," and real customer testimonials.

Results:

• 28% increase in new checking accounts YoY.

• CPA lowered by 35% compared to previous checking campaigns.

• TikTok creatives outperformed all other channels (best-performing ad: 12M views, 5% CTR).

Media Strategy & Focus:

• Goal: Reposition Propel Card as a top-tier travel & lifestyle rewards card.

• Key Messaging: “More Points, More Places, More Perks.”

• Target Audience: Frequent travelers, urban Millennials, and Gen Z.

• Challenge: Compete with Chase Sapphire Preferred and Amex Gold without a hefty annual fee.

Media Plan & Execution:

• Google Search: Targeted high-intent travelers & competitor brand keywords.

• YouTube TrueView & CTV Ads: Highlighted no foreign transaction fees & 3X points on dining & travel.

• Social Media (Meta & Instagram Stories): Targeted travel enthusiasts with motion graphic ads.

• Influencer Partnerships: Collaborated with travel bloggers & YouTubers.

Creative & Messaging Approach:

• Visuals: Luxury travel, dining, and adventure experiences.

• Messaging: "More Points, More Places."

• CTA: “Compare Cards” vs. “Apply Now”.

Results:

• 14% YoY growth in Propel sign-ups.

• CTR of 4.2% on YouTube (2X industry benchmark).

• 70% increase in organic search interest for Propel Card.

Media Strategy & Focus:

• Goal: Position Autograph Card as the best no-annual-fee rewards card.

• Competitive Focus: Take market share from Capital One Venture.

Media Plan & Execution:

• Google & Bing SEM: Competitor conquesting.

• CTV & YouTube: Targeted professionals with high-impact TV spots.

• Programmatic Display & Native Ads: Premium placements on Forbes, Bloomberg, The Points Guy.

Creative & Messaging Approach:

• Tagline: “Unlimited Possibilities. Unlimited Rewards.”

• Imagery: Showcased real-world rewards usage (gas, travel, dining, streaming).

Results:

• $5M+ in new cardholder spend within first 3 months.

• 4.8X ROAS on Google Ads.

• Fastest-growing new credit card product launch at Wells Fargo.

Media Strategy & Focus:

• Goal: Improve brand trust & engagement through financial literacy.

• Audience: Millennials, Gen Z, financially underserved communities.

Media Plan & Execution:

• Paid Social (Meta, TikTok, YouTube): Financial tips & education-focused ads.

• Google & Bing Search: High-volume queries like “how to build credit”.

• Influencer Collaborations: Partnered with finance YouTubers & bloggers.

• Webinars & Live Q&A: Interactive sessions on financial wellness.

Creative & Messaging Approach:

• Tagline: "Your Money, Your Future."

• Format: Video tutorials, Q&A sessions, educational carousels.

Results:

• 43% increase in positive brand sentiment.

• Financial education hub visits grew by 200%.

• Highest engagement rates ever recorded for Wells Fargo social campaigns.