Wells Fargo Bank and Bloomberg Media Studios embark on a Quest for Better

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.

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 .%C2%A0The%20Drum%20Awards%20for%20Marketing%20are%20currently%20open%20for%20entry.%20Find out how you can enter now.