Chime, America’s fastest-growing and #1 most-loved mobile banking app, has been disrupting its industry since its inception. We’ve helped it create bold, data-driven 360 campaigns that complement consumer marketing, engage a wide range of corporate stakeholders, and drive significant increases in familiarity and favorability among core audiences.
To launch MyPay—a feature that gives Chime users early access to their paycheck—we took a bold approach, running a two-page spread in the New York Times and addressing it to every American. The creative was meant not only to introduce Chime’s new product, but also to introduce Chime and spark a dialogue about barriers to financial progress in America.
Chime’s products, services and community programs help everyday Americans improve their financial situation, with 97% of Chime members saying Chime has helped them make financial progress. To underscore Chime’s role as a force for good in the industry, we launched a targeted digital campaign highlighting Chime’s unique point of view and leading viewers to a landing page that explains Chime’s business model, innovative products and demonstrated impact. It has achieved 42 million impressions.
To raise awareness for the Chime Scholars Foundation and drive an increase in applications, we launched an integrated campaign focused on its support for trade schools and nontraditional students. Complementing the paid advertising, we ran a targeted LinkedIn campaign to highlight the benefits of jobs in the trades and how they can offer everyday Americans a robust, cost-effective path to financial stability.
Research indicated that audiences respond best to hearing from Chime members, so we built a 360 campaign designed to elevate their voices. We created high-impact, hyperlocal out-of-home and digital ads that showed how local members were reaching their goals with Chime. We also created Chime’s first interactive impact map, which lets users see at a glance how Chime supports its members throughout the United States. Check it out.
As Chime entered a new phase of growth, it was time to reassess and refine its values. We worked directly with leadership to distill Chime’s values, codify them in written text and bring them to life with an immersive environmental takeover in each office.
