Green Dot 5% Cash Back Visa Debit Card

+12% Brand sentiment & +82% YoY community engagement.

Overview

Green Dot’s 5% Cash Back Visa Debit Card was created to provide banking rewards for everyday spending without a credit check.

Goal

Strategically integrate product marketing activities, optimize brand sentiment, and increase trust and credibility through social media.

Approach

Internal design teams developed avatars to educate product offerings and provide financial tips. In addition, we broadened the brand’s social media reach by activating celebrity and influencer partnerships.

Work Sample

Strategic celebrity partnerships

Created content with celebrity voices and conveyed product utilization in a celebrity’s tone.

community avatars

To establish a consistent and recognizable online presence, we created unique Green Dot avatars across all marketing touchpoints. We used avatar characters to create warmth and communicate smart real-life moments to use the product and earn cash back.

better together: tv and social media

As media consumption habits shift, we decided to combine TV and social media efforts and promote our national TV commercial on our social media. Additionally, we added an easter egg hunt element to the social media posts. Teen mom celebrity Macey Bookout, and Love & Hip Hop Atlanta celebrity Yandy Smith were the voice behind the tv commercials. To add some fun and interest to the social media post, we asked our community to guess who did the voiceover. The initiative increased media exposure to those who saw the commercial on both TV and social media, and the repetition also increased the interest in sales. Macey Bookout and Yandy Smith also commented on the post to increase reach and interest.

media integration (buzzfeed)

We strategically partnered with Buzzfeed to demonstrate our product benefits to the readers in a light and fun way.

sweepstakes and testimonials

Utilize sweepstakes to give back and appreciate the community while also gaining customer feedback to promote testimonials further and build trust.

financial influence

A small business interview series sharing local owner’ budget tips. Financial expert, Chris Guillebeau from Side Hustle School shares digestible personal finance tips to the Green Dot community.