Gustavo E Perez

WF’s Intuitive Investor

Full funnel campaign created with the objective to introduce Wells Fargo’s first robo investment platform, called Intuitive Investor.

Campaign targeted WF’s affluent customer who felt held back by the complexity or time it takes to choose from all the investing options. Intuitive Investor offered a simple, convenient and more affordable solution by creating an intelligently-chosen portfolio based on each customers’ investment needs.

For this full funnel campaign we created tailored messaging for each different phases of the customer acquisition funnel (Discovery, Evaluation, Conversion.) Campaign elements included digital, social, video, programmatic media, owned channels (website, mobile) and direct to customer communication. Our retargeting strategy allowed us to serve sequential messaging to our audience and drive customers effectively through the funnel, generating an incremental 20% new accounts versus our original goals.

Campaign included 2 phases: Phase 1- Introductory and educational phase targeting all customer base; and Phase 2 - need-based segmentation campaign, supported by dynamic pages and content, to increase relevancy and drive a more efficient customer acquisition.