We want Chase to be known as the bank for all, which is why human beings, and their stories are always at the heart and center of our content. In our commitment to celebrate and uplift diverse businesses, we use our #ChaseSmallBiz series to pass the megaphone along and let the entrepreneurs explain their story, passion, and purpose in their own words.
Kirrin Finch is an LGBTQ+-owned clothing company in Brooklyn, NY, dedicated to making the shopping experience for women, nonbinary, and trans people more accessible.
Co-founders Kelly and Laura Moffat started the brand after they had difficulty finding clothes that felt authentic to them for their wedding in 2014. Their collection transforms the fit of traditionally masculine items like button-up shirts, suits, and accessories, to be inclusive of all body types.
Their dream? That all humans who wear Kirrin Finch feel confident that their style reflects who they are on the inside. In Kelly’s words, “It is more than just putting on a shirt or a suit. It is an acknowledgment of who you are and how you want to express yourself to the world.”
This ongoing content series came to life through creative brainstorming and strategy workshops, all centered on telling our story of local impact during cultural moments with a human-first approach. We collaborated closely with our internal diversity, equity, and inclusion communications team, and our Business Banking marketing partners to identify the best businesses to spotlight.
Together, we crafted the right messaging to share widely through both internal and external communications. To start, we narrowed down a list of three to five businesses that met our criteria based on their story, location, and industry diversity. From there, we held a prep call to hear directly from the CEO/Founder to discuss logistics.
When we met Kelly and the team from Kirrin Finch, we knew their business was perfect for our #ChaseSmallBiz series. Our team is always on the lookout for cultural coverage opportunities and featuring an LGBTQ+ business during Pride Month was a priority.
For the visual creative, our goal was to grab our audience's attention quickly with an engaging and eye-catching opening to “stop the scroll” on social media. We kicked off the video with jump-cut transitions of Kelly trying on different Kirrin Finch looks in the mirror—a social-friendly and captivating way to start.
Shots of the brightly patterned clothing and natural scenes of Kirrin Finch colleagues wearing different looks helped bring the spirit of the brand to life. We used dynamic, slow-motion hero shots to highlight the joy and confidence each person felt in their outfits.
To amplify the content, we leveraged Chase’s Facebook, Instagram, and LinkedIn pages. We used a content mix of video formats (9x16 and 4x5) to meet channel best practices. On Instagram, we utilized the collab feature to engage both our audience and the business’s audience simultaneously. We also employed various native Instagram Story tools to engage our audience while educating them about the business.
On Facebook, we opted for Reels instead of the video in-feed to reach a larger audience through the Explore page. On LinkedIn, we used the Chase page to highlight a cultural moment and appeal to an audience who would benefit directly from the storytelling. Across all platforms, we tagged each business and linked to their landing pages to drive overall awareness of their brand.
The Kirrin Finch episode of our #ChaseSmallBiz series integrated perfectly into our team’s content strategy on telling Chase’s story of impact through compelling, human-first storytelling.
Through a multi-channel strategy approach, we leveraged Facebook, Instagram, and LinkedIn, representing our largest audiences (4.69M total followers) to optimize our reach.
In celebration of Pride month, we believe this video elevated the message of a LGBTQ+-owned company and celebrated their mission.
