Fintech marketing campaigns sometimes can be really surprising. In 2024, the fintech industry continues to push the boundaries of creativity and effectiveness, unveiling campaigns that redefine the way we perceive financial services. Let’s delve into the top three fintech marketing campaigns, each offering unique insights into the power of storytelling, technology, and consumer engagement.
What is a good marketing campaign?
To create a successful marketing campaign, start by planning meticulously. Define your campaign’s purpose and goals, ensuring they are specific, measurable, achievable, relevant, and timely (SMART). Establish how you’ll measure the campaign’s effectiveness based on your goals, and consider setting checkpoints along the way to track progress.
Identify your target audience and understand their interests and pain points.
Develop a compelling campaign concept and assemble the right team to execute it effectively. Distribute your campaign across chosen channels, considering your audience’s preferences and engagement levels. Set a timeline for your campaign and map out promotional activities accordingly.
Ensure your campaign drives users toward a desired action by using conversion assets like calls-to-action and landing pages. Monitor the right metrics to gauge the campaign’s performance accurately, focusing on meaningful indicators rather than vanity metrics.
After the campaign concludes, assess its success against defined metrics and determine what worked well and what could be improved.
Utilize the campaign data to gain insights into your audience, marketing methods, and overall effectiveness. Conduct a retrospective meeting with your team to reflect on the campaign’s outcomes and gather feedback for future endeavors.
Examples of fintech marketing campaigns
Here we listed top 3 most interesting campaigns:
1. NATWEST X TEAM GB: WHATEVER YOUR GOALS, LET’S GET GOING
NatWest has unveiled a fresh TV advertisement in collaboration with Team GB ahead of the Paris 2024 Olympics.
Named “Embark on Your Journey, Let’s Forge Ahead,” the initiative extends the bank’s Tomorrow Begins Today initiative, urging individuals to “take decisive steps today for a brighter future.”
Crafted by The&Partnership, the 60-second commercial highlights Olympic achievers like Asha Philip, Max Whitlock, Emily Campbell, Duncan Scott, Helen Glover, and Beth Shriever, alongside NatWest associates, all illustrating the potency of determination in realizing aspirations.
Set to the song of Gwen Stefani’s “What You Waiting For?,” the ad commences with runner Asha Philip programming “tomorrow” on her smartwatch, later joined by a diverse assembly, ranging from fellow athletes to everyday citizens.
The campaign will run from now and throughout the Olympics in July across TV, cinema and radio, it will be accompanied by OOH, DOOH, bus wraps, social and web activity.
2. Binance/Cristiano Ronaldo
When you think about NFTs, certain images might spring to mind – perhaps abstract art pieces or stylish individuals engaging with digital collectibles. But let’s face it, the concept can often feel distant or detached from everyday excitement. Binance is on a mission to change that perception. Teaming up with soccer icon Cristiano Ronaldo, they’ve set out to inject NFTs with a fresh dose of relevance and appeal, leveraging the power of influencer marketing.
The campaign kicks off with a simple yet profound statement: “We all have remarkable stories to share.” This sets the stage for something truly inspiring. The scene unfolds in a grand museum, its halls adorned with polished marble and stunning sculptures.
Ronaldo strides into this opulent setting, and with a single swift movement, he transforms it into a mesmerizing cyber realm. Through the use of Ronaldo as a symbol of influence and authority, Binance succeeds in reshaping public perceptions of NFTs within a concise 60-second advertisement.
The claimants allege that Ronaldo’s promotion of Binance led to a “500% increase in searches” for the crypto exchange, which is registered in the Cayman Islands.
https://www.bbc.com/news/technology-67566602
However, following the commercial, Cristiano Ronaldo faced a lawsuit. He is now embroiled in a $1 billion legal battle over his endorsement deal with Binance, a major cryptocurrency exchange. The lawsuit alleges that Ronaldo’s promotion led investors to make unprofitable investments. In November 2022, Binance launched the “CR7” NFT collection with Ronaldo, aimed at rewarding fans. The legal claim argues that Ronaldo’s endorsement fueled searches for Binance and encouraged investment in what’s considered “unregistered securities,” falling under US securities law as noted by the SEC. Chairman Gary Gensler advises caution, particularly when celebrities endorse investments in crypto-assets.
3. Starling
In recent years, lots of new banks opened. Instead of just talking about what they offer, Starling Bank focused on what’s wrong with old-style banks. Their ‘Set Yourself Free’ and ‘Set Your Business Free’ campaign was all about showing how annoying it is to wait in line at a regular bank, and then they presented Starling as a better option because it’s all digital.
The campaign really helped people know who Starling is and what they stand for. It made a big difference in getting more people to know about Starling, going from 38% to 64% awareness in just a year. Now, Starling is shifting from just saying who they are to explaining why people should pick them over old banks.
Starling’s video was shown on TV, online, in cinemas—everywhere. This helped more people see Starling as a good alternative to old banks. Rachel Kerrone, who heads branding at Starling, says they’ll use this awareness to grow even more.
Starling also kept up their social campaigns. They did another round of #MakeMoneyEqual, talking about how women are treated unfairly in finance. They worked with Lensi Photography to show women with money in a more realistic way. This shows that Starling wants to change things and be more inclusive in finance.
Fintech Marketing Campaigns
Fintech marketing campaigns are very diverse, and the purpose of each campaign can be different, such as raising brand awareness or promoting a new product. If you need help with your fintech marketing, contact us. We will assist you!
