Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
‘The biggest challenge is overcoming people’s apathy’: Inside Simple’s marketing strategy
Simple is re-introducing itself through an ad campaign its been running on billboards and subway ads in various U.S. cities.
The ads pair everyday concepts most familiar and tangible to the seven-year-old neobank’s target millennial customer base, like binge watching and sweatpants, to convey how enjoyable and sensible its own offering — banking and budgeting, the latter of which major banking institutions are only now building into their experiences — can and should be. The company also wants to show it’s not “just an anonymous organization that doesn’t have a point of view,” said Valarie Hamm Carlson, Simple’s vp of brand. It’s a group of people that share the view of everyday consumers that banking shouldn’t be complicated.
“Every once in a while we need to jump back out there and say, ‘here’s who we are and if you don’t know us we we want introduce ourselves’ so people get a sense of our personality,” Carlson said. “Ideally we want that to come from the product but it’s always good to have a little bit of air cover and we haven’t done a lot of that in the past.”
More in Marketing
Backlash grows against AI slop, but marketers remain unfazed
Marketers dismiss the rise of “AI slop” backlash, betting that authenticity and quality will ultimately engage audiences.
A shorter shopping window complicates retail’s already challenging holiday season
This season, retailers and shoppers alike are contending with a shorter holiday shopping window — on top of tariffs, waning consumer sentiment and recession fears.
How Reckitt is beating the AI odds with its approach to pilots
Most AI pilots fail miserably. Reckitt’s Bastien Parizot explained how the CPG brand has avoided that fate as it deploys gen AI into its global marketing operation.