Wells Fargo: Why I Work

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CHALLENGE.

Create cross-platform initiative rooted in a financial services brand promise that would increase brand affinity and consideration with the African American consumer.

DECODE.

Appeal to African Americans by highlighting how Wells Fargo supports Black owned entrepreneurs and ways that they are making a difference within their communities.

CODE.

Why I Work. A custom content series that took a glimpse into the personal stories of extraordinary African Americans and the purpose that fuels their hard work.

Results Across the Board:

• 46MM DOUBLED the contracted amount of impressions
• 66% Percentage in which the custom unit Out Performed the benchmark average of 0.41%
• 89.27% Video Completion Rate (VCR) garnered from pre-roll
• 12% Increased banking consideration for potential customers compared to the previous year