top of page
WF
A branding campaign
targeting gen-z
In 1852, Henry Wells and William G. Fargo founded Wells Fargo in the West Coast. Wells Fargo has a revenue of $72 B.
Whys
Hows
What ifs
Despite being the 3rd largest bank in the US, why is Wells Fargo reluctant to connecting itself to its pioneering past?
As a pioneering brand, How can Wells Fargo position itself as pioneer in order to connect with Gen Z authentically?
What if Wells Fargo’s presence in the Metaverse define the relationship of the future with Gen Z and further blur the online and offline worlds?
Counting the squares
Zoomed-in
perspective
Thefinancialbrand
Online banks, better known as neobanks, are becoming popular among consumers, especially younger folks like Millennials and Gen Zers.
Through research we found out that being a pioneer is not a bad thing. The question is how can we connect it to Gen Z's lifestyle authentically.
Mintel
Zoomed-out
perspective
Nowadays with us being in 2022, it feels it’s more natural for a brand to be part of the digital shift. Meanwhile, banks are too serious, they need to be more relatable to what peoples’ needs are.
S. Snook
Metaverse can be very useful in terms of having meetings with folks with disabilities so that they are provided with advisors and customer service seamlessly. L. Marihugh
Focused groups
and 1:1s
The insight
Zoomers want more than a bank. They want a catalyst that empowers them to keep moving.
Strategic
message
Wells Fargo is everywhere Zoomers are
and anywhere they can imagine.
Emarketer
Wells Fargo is going where no bank has gone before: The Metaverse
Wells Fargo has the pioneering spirit. They go where no one else has gone. Our research tells us that back in 2015 how they pioneered and took the initiative during their Together VR Experience. Therefore, Wells Fargo is in the best position to go far as true pioneer and take the Metaverse to the next level.
Wells Fargo’s hub in the Metaverse will offer unique experiences in integrated ways.
1:1 with Bart Hillerich of Wilder World
Summary
By understanding the whys and appreciating the hows, Wells Fargo is now in control of what ifs and now the brand value is more potent than ever before.
Team
Karrah Goldberg - Project Manager
Oyinda Amu - Lead PR Strategist
Amy Perez - Lead Strategist
Jack Yu - Lead Art Director
Juan Ortiz - Art Director
Miriam Prever - PR Planner
Eqbal Anwari - Strategic Planner
Ayanna Camara - Comms Planner
bottom of page