Wilbert the Wallet: Money Adventures was crafted to simplify complex financial topics into a low-pressure, easy-to-understand format. Our mission is to demystify financial literacy, transforming it from a daunting subject into an approachable one. By introducing the basics of earning, saving, and budgeting in a fun way, we aim to raise awareness about the importance of financial education from an early age.
This initiative is part of a 360-degree campaign leveraging our vast social media following, multiple internal newsletters, and Chase’s nation-wide branches to ensure the message impacts a diverse audience. It exemplifies how simple stories can drive meaningful change.
Wilbert the Wallet is a spin-off from our larger series Paul and Friends, which empower individuals to make informed financial decisions.
Paul & Friends Series:
- Gary the Graduate: Educates recent college graduates on essential credit card principles to help them build a strong credit score, a vital step toward financial independence and responsibility.
- Hannah the Heart: Champions the value of handmade gifts, challenging the norms of an increasingly materialistic world. By promoting creativity and personal touch, we inspire a shift toward meaningful and heartfelt exchanges.
- Sarah the Snake: Honors Lunar New Year by celebrating the importance of family and tradition to foster a deeper appreciation for cultural heritage.
- Chilliam the Snowman: Advocates for mindful holiday budgeting, reminding people of the importance of financial awareness during a season prone to overspending.
Crafted through collaborative brainstorming and design workshops, this initiative crystallizes our shared vision of making financial concepts both engaging and accessible for children. Involving the Marketing Strategy team, Community Managers, Internal Communications, Community Business Development, and Multimedia Center of Excellence, our mission was to transform complex topics into a captivating narrative that educates and inspires a cultural shift toward financial literacy.
Here's how it was executed:
- Messaging: We started production three months in advance, aiming to create a story with poetic rhymes and a compelling framework that would forge a deep connection with our audience through relatable characters. Focusing on the core principles of money—earning, saving, and budgeting—we wanted to craft a narrative that was both informative and engaging. Our goal is to encourage kids and their families to see financial literacy as a lifelong journey.
- Creative Visuals: We held multiple working session to define Wilbert's overall look and feel. This involved exploring numerous sketches and concepts, undergoing several rounds of revisions to ensure alignment with the company's brand identity and tone. Each panel was meticulously crafted to clearly convey the message while remaining visually appealing to children. The first panel was designed to captivate the audience, setting the stage for the story's theme. The second panel delved into the concept of saving money, incorporating insights into how kids earn money. The third panel addressed the principles of saving and budgeting, while the final panel highlighted how Chase could support their financial journey.
- Printing and Distribution: Launching a social initiative in branches for the first time came with its own set of unique challenges. Without established guidelines, navigating legal approvals and managing the distribution logistics of 1,500 coloring sheets across five states—Mississippi, Alabama, Arkansas, Missouri, and Iowa—proved tricky. By collaborating with the right stakeholders, we developed a detailed approval process to ensure compliance. Once everything was set, we proceeded with printing and distributing the materials to each branch, working closely with local Community Managers to ensure smooth delivery.
Through our messaging and visual creativity in Wilbert the Wallet: Money Adventures, we are dedicated to making financial literacy enjoyable. Our goal is to equip the next generation with the knowledge and confidence they need to successfully navigate their futures.
Our initiative successfully met our team's objectives by effectively engaging diverse audiences and making an impact toward early childhood financial literacy. Here’s how we measured success across three fronts:
- External Branch Distribution: The sheets were successfully distributed to over 6,000 attendees across five states helping provide communities with a head start for the upcoming school year and making financial resources more accessible.
- Internal Engagement: Shared across three newsletters to over 300k global employees with over 160 internal downloads of the coloring sheet; indicating that the content not only resonated internally but also provided valuable resources that employees were eager to access.
- Social Media: The campaign reached an audience of over 300k on Instagram, with 40k+ views and 200+ engagements.
Why It's a Success:
We’ve launched children on their financial health journeys, cementing Chase as a trusted advisor. At our events, parents stressed the importance of teaching basic budgeting skills. Through innovative back-to-school initiatives, we’ve built a lasting foundation for financial literacy that will serve families for years to come.
