Global Keynote: Going Under the Hood of Wise's In-House Campaign

Mumbrella Finance Marketing Summit - Claire Grinton

My professional
home for 14 years
Agency experience

Agencies teach breadth,
influence, and
problem-solving.
Agency Experience

Mar 2022
Bigger Than
One Currency

Bigger Than One Currency
Internal analysis
revealed that
account users were
significantly more
valuable to our
business than send
money-only users.

2021-?
2011-2021
We started this journey with
our re-name, but our
marketing hadn’t caught up.

Bigger Than One Currency: Strategy
Our task: introduce
international people
to the MCA.
The plan: a
coordinated
multi-channel
campaign

Bigger Than One Currency: Strategy
Campaign Hero 30s Social Explainer Prop Lander Prop Lander Prop Lander Prop Lander
Hero Campaign Content Model

Bigger Than One Currency: Concept
Meet Wise
One account for over 50 currencies.
Because today,
Your life is bigger than one currency.
So whether you’re sending pesos to your parents.
Receiving dollars from a friend.
Spending in euros.
Or earning in pounds.
You can do it all in one account
Cheaper, faster and easier.
Wise
Money Without Borders

Navigating a complex production
(in the time of Covid)

Bigger Than One Currency: Post-Production

Bigger Than One Currency: The Response
Social Explainers:
1. Changing opening shot
2. Introduce new music
3. Always-on titles
4. Cropping in

Prop Landers:
1. New frames to match organic social needs
2. Introduced gif + video formats

374assets
Bigger Than One Currency: Refresh

Lessons for the
future
Plan for all refreshes
at the point of
concepting
Optimize your
creative for channel
best practice
Consider your
production budget
during concepting

£320K
Total cost of creative production for first flight
In numbers
6 mo.
Campaign flight

[
[
[
Live Mid-Jan
Hero Campaign timeline
Looking over the next 12 months
Q2 Q3 Q4
Production
(May>Mid June)
Q1 23
Ideation
(April)
Q2 BTOC Refresh
Q3 Hero Campaign (MFTW)
Production
(Sep>Nov)
Ideation
(August)
Q1 23 Hero Campaign (TBD)
Live Mid-June
Xmas Break
Production
(Mid June > Mid Sep)
Ideation
(May > Mid June)
Live Mid-Sep

Made for the World
The task: Support
performance
marketing with
interim creative
ahead of re-branding
in March 2023.

Made for the World
Replicating the
success of BTOC
Creative Quality Budget Expand our impact
Deliver at the same
creative quality for the
same impact on growth.
Spend 30% less on the
total creative production
budget.
Introduce new formats,
like TV, to our suite of
assets.

All replicated in 19 languages to run in 80
countries.
Made for the World
1 campaign
9 platforms

Made for the World: Concept
Opportunity
There is no single finance or banking product that has been
designed to fulfill the needs of international people. Every
traditional bank or new fintech app seems to made to work
for a specific country or a specific set of use-cases.
Idea
Let’s dramatise just how global the Wise account is by
showing how it’s made for the entire world.

Planning for global scale
Clarity of the concept
Transparent
takeaways/benefits
Product
comprehension
Clarity of what it is
and how it works
Relatability
Ability to connect with
a diverse audience

Humour
comprehension
Does the humour
land with different
users?
Cultural
appropriateness
Are cultural
references OK?
Planning for global scale
Clarity of the concept
Transparent
takeaways/benefits
Product
comprehension
Clarity of what it is
and how it works
Relatability
Ability to connect with
a diverse audience

How we tested it
1. We first consulted representatives of Wisers’ multicultural community
To ensure that the language and wordplay of the script were globally understood
2. We double-checked the edited script for cultural appropriateness
We contacted DEI & Localisation for further feedback
3. We conducted a user test of the storyboard
We screened the storyboard with 10 users in different markets

Made for the World: Pre-production
Round kit up for
highest resolution
platform
Feed the refresh
with campaign
photography
Cut out the middle
man for music and
talent

Recasting our crew
Unlike with BTOC, we maximized our
internal team and hired only a skeleton
crew of externals, including camera crew,
gaffer, set designers, and wardrobe.
Made for the World: Production
Optimising for cost
savings

Training
We also used the opportunity to train our
team for future productions by allowing
them to shadow on the shoot.
Optimising for cost
savings

Centralized location
We grouped our set into an Airbnb in
Eastbourne where we could maximize
both space and time.
Optimising for cost
savings

Optimising for cost
savings

Made for the World: Post-production
1. Hero Film
3. Social Explainers 4. Proposition Landers
2. Hero Cutdowns
4 asset types
+ photography

Made for the World: Post-production
3610
total assets for
marketing

£150K
Total cost of creative production
Made for the World
In numbers
-60%
Cost spent on external resources

Defining our challenge
We had changed, but
customers hadn’t
noticed. 28%
Of active customers didn’t know we had an account
52%
Of people were still searching for “Transferwise”

As a disruptor, we used to stand out.

But success breeds copycats.

Leveraging external support
We found that partner in Ragged Edge.

When to look outside
Identifying your
gaps
To address ad hoc
work requiring
expertise
To scale your impact
or output in the
short-term
To demonstrate the
value of unproven
tactics
Supplement your team’s
strength with the
expertise of others across
core projects or phases.
Either through staff
augmentation or through
tech and services that
help you manage periods
of heavy delivery needs.
Using dedicated, external
resource who can focus
their efforts to build
confidence in a tactic you
intend to scale.

Cast for diverse lived experiences
The makeup of your team
will define your output.

“There’s a
monstrous
advantage to
having in-house
creative.”
Cian Weeresinghe
Wise
Chief Marketing Officer

1.
2.
Ease of support for growth
Data, insights, outcomes

2. Strategise
An integrated creative strategy built on performance
learnings and external market analysis
4. Optimise
Fine-grain refinement of messaging & visuals
1. Learn
Auditing existing activity and creative
assets to uncover new opportunities
3. Craft
Develop purpose-fit DR creative built on
the hypotheses and direction from the
Strategise phase
Creative
optimisation

1.
2.
3.
Deep product knowledge

“The most exciting part
is that we are closer to
the product…giving the
marketing team a deeper
understanding of our
games, and giving the
studio teams access and
insights for how to
appeal to players.”
Robbie McCawley
Director of Global Marketing
and Creative Strategy
Electronic Arts

1.
2.
3.
4.
Agility

1.
2.
3.
4.
5.
Agility
Extend your brand

“There’s a collaboration
with in-house work that
I’ve never seen agency
side. Usually there’s an
‘us versus them’
mentality, but in-house is
us working together for
the greater goal.”
Leigh Maki
Creative Director
Gap Inc./Old Navy

1.
2.
3.
4.
5.
6.
Agility
Extend your brand
Cost savings

Keep in touch
Let’s continue the
conversation
@clairegrinton
claire.grinton@wise.com
Join me tonight

Global Keynote: Going Under the Hood of Wise's In-House Campaign

Global Keynote: Going Under the Hood of Wise's In-House Campaign

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Global Keynote: Going Under the Hood of Wise's In-House Campaign