Challenge: Zelle was late to the peer-to-peer payments party. Venmo had become a millennial hangout staple and Cash App was gaining steam as the payment tool for the young and chronically online. Zelle's difference? It was already inside your banking app. When it first launched, it aimed at the same audiences—split the pizza, split the bar tab. Uphill battle. Accounts were already created and behaviors were set.

Unlock: Using data we found a more fruitful audience just a few years older. One who transacted more and relied on traditional banks more. The sandwich generation. Adults 35-50, the linchpins of families. They had numerous moments where Zelle could be used: around the house and home services, with the kids and their activities, or with aging parents and their needs.

Strategy: Instead of chasing the friend group, win with the family.

Results: Zelle surpassed Venmo and Cash App in transaction volume.

Note: I did the upstream audience and brand strategy work and was not involved in the development of the creative.