Nearly 50% of scams reported to Chase originate from social media platforms. Recognizing the urgency of this issue, our Consumer and Community Banking Communications Social and Marketing teams united at the end of 2024 to devise a strategic plan aimed at addressing, educating, and supporting our customers. The solution was a refresh to our comprehensive Security Center landing page, designed to spotlight common fraud and scams, provide educational resources to prevent victimization, and offer tools for reporting fraud. With this solution in place, our teams crafted a multi-channel strategy to effectively promote this vital resource.
To elevate awareness of Chase's new Security Center landing page, our Communications, Social, and Marketing teams launched a targeted campaign to empower our customers with the knowledge to protect themselves from social media scams. By leveraging a strategic mix of PR, social media, and marketing amplification tactics, we delivered key messages through a campaign, ensuring widespread distribution and engagement.
To promote awareness of the refreshed Security Center landing page, our teams collaborated with strategic partners to craft a comprehensive, multi-channel strategy. Through a series of collaborative meetings and brainstorming sessions, the Communications, Marketing, and Social teams each devised tailored plans to maximize impact across their respective audiences.
Marketing
After successfully building the Security Center landing page, our Security Marketing team developed a robust plan to drive traffic to the site. This plan, aligned with the communications and social campaign, utilized email marketing, banner ads, and Snapshot (a Chase Mobile® app tool). The "Q1 Emerging Scams" campaign achieved remarkable success, garnering 912K unique visits during its launch. The peak traffic days were attributed to the launch of the email message and a paid social post featuring The Drew Barrymore Show. Building on this success, the team established a quarterly plan to sustain traffic, collaborating with the communications and social teams to identify scam trends, update and test copy, and suggest topics for the always-on organic social series.
Communications & Social
The Communications and Social teams joined forces to launch the "Don't Get Reeled In" awareness campaign, aimed at educating customers on safeguarding themselves against social media scams. This initiative featured a dedicated vanity URL and key messages delivered through a comprehensive media campaign to ensure widespread distribution. The social team implemented an always-on strategy, continuously engaging audiences with educational content on fraud prevention, keeping the campaign's message top-of-mind throughout the year.
Amplification tactics included:
Throughout the process, representatives from each team participated in monthly calls to align on learnings, report on metrics, and share new topics for always-on content. This strategic communication among teams contributed to the continued success of the content and helped overcome challenges.
The development and execution of the "Don't Get Reeled In" and “Q1 Emerging Scams” campaigns were met with several challenges, primarily due to the sensitive nature of fraud and scam content. Crafting the landing page content, social media copy, and scripts for paid partnerships required numerous iterations to ensure accuracy, clarity, and compliance with legal standards. Each piece of content had to pass through multiple layers of legal approvals, adding complexity and time to the process. The collaborative nature of the campaign meant that a diverse group of stakeholders, including strategic partners, legal teams, and internal departments weighed in on the content. Balancing these varied perspectives while maintaining a cohesive and impactful message was a significant challenge.
Despite these hurdles, the teams remained committed to delivering a campaign that effectively educates and empowers our customers to protect themselves from social media scams. Through strategic planning, collaboration, and perseverance, Chase successfully positioned itself as a leader in fraud prevention and customer education, reinforcing our commitment to safeguarding our customers' financial security.
The “Don’t Get Reeled In” and “Q1 Emerging Scams” campaigns performed well across all platforms, proving to resonate with our audience while helping educate them on fraud and scam prevention. Through a multi-channel strategy approach, we leveraged digital, Chase social channels, influencer partner social channels, internal newsletters, email, podcasts and broadcast to garner nearly 45 million impressions and 912K unique visits to the landing page.
Impact by the numbers:
Through a collaborative effort and strategic execution, Chase's Security Center initiative not only addressed the pressing issue of social media scams but also empowered our customers with the knowledge and resources needed to protect themselves. This campaign exemplifies our dedication to customer security and our proactive approach to combating fraud in the digital age.
