Amplifying Chase's Position in the Buy Now Pay Later (BNPL) Market with 'Chase Pay in 4'
The Insight
How It Worked
Instagram, a dominant platform among both Millennials and Gen Z, was chosen for its extensive reach and high engagement rates. Reels, in particular, were utilized due to their proven effectiveness, achieving 125% more reach compared to single-photo posts and 36% more than carousels.
We capitalized on the 'Come With Me' POV content format, which statistically performs 43% better than other content types. The campaign featured a cross-promotion with the Chase-sponsored 'Roots Picnic' music festival, pairing it with relatable captions about concluding BNPL installments, effectively targeting the intended audience.
The Results
The strategy led to exceptional performance metrics:
The campaign's main post was one of the most successful of 2024 on Chase's Instagram, surpassing our Reach benchmarks by 122.5% and Video Views by 126%, confirming the effectiveness of the targeted content and channel strategy.
My Role: Community Manager and Content Planner
The Task
In a highly competitive Buy Now, Pay Later (BNPL) market, Chase aimed to distinguish itself as the preferred BNPL lender. The goal was to increase visibility for Chase's exclusive tool, 'Chase Pay in 4', by boosting its reach and engaging the correct audience through strategic social media platforms.
Millennials and Gen Z are the leading users of digital payment methods. With Millennials making up the largest proportion of mobile wallet users in 2024 and Gen Z projected to match this usage by 2027, targeting these groups on popular platforms like Instagram—where 60% of users are under 35—becomes crucial.