Zelle Launch Campaign Recap and Planning Ahead

The most meaningful and noteworthy marketing accomplishment of my career was launching Zelle through their first-ever mass reach brand campaign. At the time Zelle was a relative unknown player in the peer-to-peer payment landscape and not recognized as the platform that powers seamless, secure transactions for banks as large as Bank of America, Capital One and Chase. Along with a talented creative design team, I found a way to inject a human element into the brand and make it abundantly clear that Zelle makes money flow in a safe, fast and easy way.

I determined that the most effective way to market to Zelle's varied audience segments was across a mix of channels and activities including: large scale “tentpole” events or “go-big” moments designed to penetrate culture, evergreen timely“push” content and always on "pull" content for hand-raisers. Our comms spanned across the full media spectrum of TV, influencer, video, owned/paid social, display, audio, print, PR and OOH.

Under my strategic guidance, Zelle's first-ever digital campaign contributed to 30% of total awareness for the new P2P payment brand.

For more details on the Zelle launch program, please view this project recap presentation: https://drive.google.com/file/d/1VPZIUeg_bRFtEH-IcvwRu6Mj_4Yxibzp/view?usp=sharing