The innovative payment app Zelle was facing a wave of reputation-damaging fraud stories in the press due to people misusing the product. 

Rather than finger-pointing and dry instructional videos, we took a strategic direction from how we learn right from wrong as kids, stories. Taking a page from Aesop's fables, our strategy was to create modern parables that showed the right and wrong ways to use Zelle. 

Using proprietary behavioral data, we pinpointed user segments who were the most vulnerable population to scams and fraud. We then dug into available psychographic data to uncover their favorite film and TV genres, action films, and sitcoms. We used these genres' tropes to create modern-day short form fables on how to use Zelle correctly. The stories where placed in digital video channels precisely aimed at the vulnerable user segments. Brand reputation and product usage understanding among those exposed reached all time highs.

Role: Lead Strategist

Additional Strategy work done by Breanne Brock & Ashley Wells