BNY Mellon
When BNY Mellon sought to expand their offering and create a new mobile-first product that allowed young investors to easily start investing with no high minimums, they needed help to get the word out.
Sumday, is an internet-based savings and investment account created by BNY Mellon. There’s no high minimums required or financial jargon to dissuade new users and you can start investing with as little as $1. Part of the product is social-led in that investors can hashtag #sumday on instagram posts to help curate personal inspiration and motivation to save. This unique model required an equally innovative brand.
At MRY, we worked with the bank on planning a brand launch from the ground up. Our efforts included developing a visual identity, building a content strategy for use on web and social and providing a marketing launch roadmap to guide media investment decisions over the first 12 months.
Results
Received positive reception from banking partners and initial client base. Launch Featured on RetailDive.
Refined messaging and copy to highlight key product benefits and developed a set of social media launch content to drive acquisition.
