A Photo Contest Designed to Connect
In 2023, a series of product issues led to the Stash app store ratings and NPS score to fall significantly. To address this, I developed a social media campaign designed to foster a more authentic connection with our audience, planting the seeds of brand love. The goal of this campaign is to bring humanity to our brand and build community with our customers, pointing us toward our broader goal of becoming a movement brand—a brand that people identify with so closely that it becomes a part of their own identity.
The Pitch
“Investing in the future is an act of hope and optimism.”
–Larry Fink
We’re at a turning point as a brand. We know more about our customers than we ever have before. The market is down, yet our retention is on the rise. They are placing their hope, optimism, and trust in us. But, why? Who are we? We strive to be a customer-obsessed, financial home. A home is deeply personal. A place of safety and belonging. To be this for our customers, we must ground our brand in their realities. Reflect their lives. So, how does one build a true financial foundation? One step at a time. It’s a journey. A daily grind. The seeds we plant today are the fruits we enjoy tomorrow.
The Concept: Authentic storytelling. A photography contest in our community. Show us how you invest in yourself, your community, your family, your future. Win cash to invest and a feature in our campaign.
Creative & Strategic Ownership
I led this campaign, working closely with my Creative Producer to track dozens of deliverables. I partnered with legal to write the contest rules and built the landing page in Wordpress myself, since Engineering support was not available. My incredible creative team of designers and video producers brought my designs to life in social media and email assets, relying solely on stock images due to budget constraints.
The visual design was uplifting with a white to yellow gradient and highly intentional sourcing of stock photography. The resulting campaign felt hopeful yet grounded in a shared reality.
