Creating a mission-driven national campaign in record time
By September 2022, the themes plaguing consumer pockets centered around a wavering economy and price hikes unprecedented for most generations, spurring even more consumers into the “financially-stretched” category. As a pioneer in providing financial services to traditionally underserved consumers, Netspend turned to its AOR, The Fletcher Group, to help support the growing contingent of Americans living paycheck to paycheck and raise awareness for its products aimed at helping people budget and spend easier.
The challenge? With an internal marketing team pulled in other business directions and a fiscal budget closing at year-end, the program needed to be conceptualized, negotiated and executed independently by the PR team within 4 months.
During holiday 2022, The Fletcher Group led Netspend’s mission to “spread a wealth of kindness” to deserving individuals across the U.S. by partnering with top-tier media during highly visible moments and executing a media stunt in New York City’s Times Square.
- Drove brand awareness of Netspend and its commitment to supporting and providing resources to financially stretched Americans, reaching an estimated audience of 160 Million.
- Extended awareness of Netspend’s all access account features through most impactful avenues, which saw record breaking social engagement, web traffic and product applications.
- Demonstrated Netspend’s commitment to giving back through initiatives that touch Americans in need of financial stability, support and security by giving $245,000 to charitable causes and individuals in need.