Wells Fargo Bank and Bloomberg Media Studios embark on a Quest for Better
Bloomberg Media Studios and Wells Fargo Bank won at The Drum Awards for Content 2022 in the B2B for its Quest for Better. Here, we find out more about their inspirational campaign.
Wells Fargo Bank and Bloomberg Media Studios embark on a Quest for Better
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Bloomberg Media Studios and Wells Fargo Bank teamed up to create a campaign that would help build the bank’s reputation. They decided to explore how Wells Fargo was helping their clients use their profits for a purpose, not as philanthropy but as a core element of their business plan. Through interviews, they show how these companies are on the Quest for Better.
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The brief
The Quest for Better campaign was created for Wells Fargo by Bloomberg Media and ran from late July 2021 to late January 2022, following the previous four years of successful campaigns. The comprehensive campaign was primarily centered around The David Rubenstein Show: Peer-to-Peer Conversations on Bloomberg. It explores successful leadership through interviews with the most influential people in business, government, and contemporary culture.
The idea
The goal of the campaign was to help the bank build its brand reputation by focusing on its clients that are making the world a better place as a core part of its operations. The stories they told reflected this commitment – from Colonial Williamsburg reimagining how to tell the stories of Black Americans and race in Colonial America, to the rise of a new skyscraper that's become a symbol of New York City's resolve and resiliency during the pandemic.
The campaign included the production of 10 videos, five print advertorials, a digital landing page, high-impact Bloomberg adapt units, social media posts, podcast assets and TV pop-up insights. The David Rubenstein Show episodes and The Quest for Better landing page were extensively promoted across digital, social, podcast, and print, as well as streaming and linear media channels. Bloomberg Media also conducted a research study on the campaign’s effectiveness and brand awareness.
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The results
The metrics show that the campaign achieved its aim of engaging a broad audience, delivering almost 23 million digital impressions. It also gained 8,245,688 video views, exceeding Bloomberg Media’s social video view rate by more than 20% of its LinkedIn benchmark.
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This campaign was a winner at The Drum Awards for Content 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.