Role

Creative Director
(Art, Copy, UX)

Agency

Organic, Inc

Year

2018

Retirement can mean many things

Wells Fargo embarked on a multi-phase landing page campaign to drive awareness and new account opens for their robo-advising platform. We took a needs-based segmentation approach across four categories (and subcategories) to appeal to, for example, planning for an active vs more relaxed retirement. 

The page was built dynamically to shuffle content based on the need state and the ad from which the user would arrive to surface content most relevant to that group. The learning agenda was structured to measure which need state drove the best conversion, which went on to inform a second round of creative, then a third.

My team at Organic collaborated with multiple agency partners, including the in-house agency at Wells Fargo, to develop a cohesive user journey across numerous touchpoints.