November 3, 2022
Check out this year's best-in-class compilation of fintechs who are smashing it in terms of marketing.
Rather than taking on rival fintechs, Starling is positioning itself as a refreshing alternative to traditional banks and legacy financial institutions.
The film was created in collaboration with Wonderhood Studios and screened on TV, VOD, cinema and digital establishing the brand as a compelling alternative to old-school banks. The company’s Head of Brand, Rachel Kerrone, says it will build on existing awareness that stood at an impressive 64% in 2020.
This year also saw a new iteration of Starling’s #MakeMoneyEqual social campaign, which launched a conversation around gender inequality in the finance world. Starling partnered with Lensi Photography to create a new library of images featuring much fairer depictions of women with money.
You can watch the full ad here.
A sensitive and proactive understanding of social issues set Current’s marketing messages apart in 2021. The US-based fintech connected moving around money and moving around New York, with its ‘What Do You Think We Are, A Bank?’ campaign popping up on subway cars and platforms.
The activation is a great example of knowing your customers and speaking directly to them. Current’s marketing campaign highlights its challenger status while giving a voice to working people’s problems. As of June 2021, Current has nearly three million members, compared to just one million a year ago.
Find out more here.
The German fintech unicorn’s recent US brand campaign featured a series of videos called ‘Money in Motion’ with award-winning comedian and Crazy Rich Asians star Jimmy O Yang. Aimed at Millennial and Gen-Z audiences in America, the three 30-second films (as well as behind-the-scenes blooper content) were published on digital and social platforms and are a great example of a celebrity partnership that aims to drive awareness, brand reinforcement and product adoption.
The campaign shows N26’s irreverent approach to marketing, after its 2018 #nobullshit campaign that sought to establish the brand as trustworthy and transparent compared with traditional banks.
Read more about the campaign here.
Valued at $36 billion in 2020 and over $95 billion in 2021, it seems nothing can stop this payments processing giant. Behind the funding rounds fuelling Stripe’s ambitious growth strategy, a constant has been its dedication to educating its audience.
Stripe shows you can bridge the gap between interest and action by focusing on adding value and exploring areas of interest relevant to your brand. Instead of a flashy marketing campaign, Stripe uses its social channels to tell the stories of its customers and share advice. Plus, the developer-centric features are making people’s lives easier.
Many of these innovations have been born out of Stripe Sessions, a forum that enables the company to hear directly from its users and offer rich brand experiences. So remember to invite feedback and listen to what people say about their experience with your brand.
Read all about it on Stripe's blog.
Achieving 99% retention might sound too good to be true, but not for Acorns. By defining meaningful milestones along the entire customer journey—from buying a house to planning your pension—the micro-investment platforms used a winning mix of gamification and personalisation to get new subscribers. Acorns aims to double its numbers and reach 10 million subscribers by 2025.
In addition, the TV ad campaigns ‘Not Just For The Wealthy’ and ‘Invest Your Spare Change’ they ran show that investing is accessible for everyone. They even partnered with financial news firm CNBC to educate its existing customer base and attract new users.
Find out more.
Beyond enabling easy checkouts and paying for goods and services in instalments, Klarna aims to create inspirational shopping experiences. The Swedish credit company’s strategy revolves around brick-and-mortar stores, in-person events and physical touchpoints where customers can interact with the brand in real life.
The latest experiential activation is a pop-up double-decker bus in Manchester to raise awareness about influencer ads. The idea behind this campaign is the revelation that 46% of consumers don’t know that #ad means an influencer has been paid to promote a product or service.
Find out more about Klarna's campaign.
Thus Oakland-based fintech today offers a range of banking services and recently teamed up with video streaming service Vevo to sponsor a series of live music concerts for the Gen Z audience.
With performances by Billie Eilish and Ariana Grande, the initiative was highly successful—4 million unique Vevo viewers who never saw the campaign on TV, while brand metrics rose (+11%), product awareness (+10%) and ad recall (+8%).
Tide offers mobile-first banking services for small and medium-sized enterprises. To celebrate entrepreneurs, the company put its members centre-stage in a series of TV adverts along with the ‘Founders Make Some Noise’ message, also seen in tube stations and bus sides.
Check out Tide's blog for inspiration.
Cryptocurrencies and exchanges partner with social media influencers to educate prospective users, increase exposure, and build brand awareness. This Instagram post was published by @dameliofamilyofficial in May and reads:
“We are learning more about cryptocurrency as a family; thank you, @gemini, for Charli’s birthday gift. #GeminiPartner”
The family account has over 910,000 followers on Instagram, while sisters Charli and Dixie have over 150 million TikTok followers and over 60 million Instagram followers together.
Take a look at the post here.
If you’re set to make an impact in 2022 and want to make your growth a reality, we should talk! Contact us today to find out how we can help you create, execute and measure an effective fintech marketing campaign.
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