NERDWALLET – 2020Best-of Awards
The CAMPAIGNFor the 2020 campaign, our team set out to focus on the broader emotional benefit of NerdWallet’s Best-Of Awards: the confidence and peace of mind you get when you know you’ve made the right financial decisions (thanks to the list).
While the entire team worked together to achieve our goals across OOH, video, social, CRM, the live event, and more – my role was to develop a visual language for the campaign and produce a toolkit for the team to follow for consistency.
I also was responsible for all social media awareness and traffic concepts, which led me to art direct a 2-day photoshoot with four professional models and four ahh-mazing NerdWallet employees.
For paid social, we tried three different approaches to see what would capture our audience and generate excitement for the list.
PORTRAITSTo lean into the emotional benefit of the list, we shot stylized portraits of our target audience that convey confidence, anticipation, and excitement.
WALLETSTo highlight the tangible financial benefits of the list, we photographed a diverse selection of wallets for use across carousel posts, ads, and direct mail deliverables.
LITERAL STOCKTo test a more literal approach to ads, we showcased lifestyle imagery for each financial category represented in the list, incorporating campaign colors to create a cohesive visual identity.
