Green Dot Prepaid Debit Card
+200% community growth in one month on the same budget
grew community size to 500k in one year - received significant recognition from CMO and President
Overview
Green Dot’s Visa Debit Card, previously known as Green Dot Prepaid Debit Card, was created to reinvent personal banking for the masses.
Goal
Strategically integrate product marketing activities, optimize brand sentiment, and increase consumer retention through social media.
Approach
Leverage Steve Harvey’s Family Feud partnership on social media and extend the gamification experience via Payday bonus extra sweepstakes. Show how to use product features in consumers’ daily encounters. Act Like A Success Tour.
work sample
celebrity spokesperson: Steve Harvey
Steve Harvey was Green Dot’s spokesperson in 2017. He was the friendly face that our customers connected with. On social media, we shared personal finance topics with his comedic style and promoted the Green Dot card on Steve Harvey’s social media channels.
act like a success tour
Green Dot was the main sponsor for Steve Harvey’s Act Like A Success Tour to offer attendees the opportunity to obtain the tools, strategies, motivation and insights to accelerate success and make big dreams a reality. We covered keynote sessions with speakers such as Doreen Rainey, Patrice Washington, Tim Storey, and Paul C. Brunson. We shared bite sized content on social media for our community to gain some valuable life resources.
Attending the events was a great opportunity to talk to potential customers face to face and build general excitement around the brand. We were able to build UGC content based on engaging with customers in person and creating exclusive giveaways.
Continue to feud on Green Dot social
We know majority of Green Dot customers are Steve Harvey fans and they love Family Fued. To continue the fun and increase positive sentiment around the brand, we created social posts that mimics Steve Harvey on Family Fued asking customers for their favorite Green Dot feature. A question that can be often challenging for brands to seek answers to from customers became widely participated as a result.
payday bonus x payday bonus extra
In 2017, one of the most popular and unique promotions Green Dot offered was weekly payday bonuses to current cardholders. Each Friday, there would be a $5,000 winner. The promotion generated excitement, and we announced the winner on social media. To further nurture the audience and have additional learnings from the community, we launched the Payday Bonus Extra campaign on our Facebook channel, where viewers will need to answer weekly prompts to enter the sweepstakes and win additional small prizes. The giveaway initiative became the most successful social media campaign of the year and exceeded all KPIs.
Strong customer feedback comments listed above due to the sweepstakes prompt.
Gained insights in customers’ interest in product features.
win a Los Angeles getaway from green dot | featuring steve Harvey & family feud
The team sought to develop a giveaway allowing entrants to step away from their work routine.
We created a summer getaway social media sweepstakes for the Green Dot community to incentivize social following and optimize the partnership with Steve Harvey and Family Feud. We received over 700 personal stories from entrants on why they need a vacation. The quality of those stories helped the team have an even closer understanding of creating personal finance content that would resonate with the audience.
microinfluencer partnership
We worked with 15 microinfluencers to promote the Green Dot Prepaid card resulted in 607k impressions.