Tandem
Social media for a challenger bank launching into a market where nobody had heard of it and trust was the entire product.
Objective
Tandem was building a challenger bank. A new bank has a problem no other new company has: the product it is selling is trust, and trust is the one thing a launch cannot manufacture.
Social is an awkward channel for that. It rewards personality and speed; a bank is bought on the opposite qualities. Sound too corporate and there is no reason to follow; sound too loose and you have undermined the only thing you were selling.
Creative response
Social media.
- Social media for the Tandem launch period. Delivered 2016
- Social media for the Tandem launch period. Delivered 2016
Results
10,000clicks to the website via This is Money
1,000+new customers, attributed to that content
0 → 6,000+, Twitter following built from a standing start
11,000co-founders in Tandem's community at the time