Building a brand to break through the performance marketing plateau

TIMELY CONTEXT:
Almost everyone feels overwhelmed by an increasingly complex financial world. What’s worse, consumers are apathetic, because they assume that simple solutions with clear explanations are available only to the super rich.

TIMELESS TRUTH:
NerdWallet not only aggregates all the complex financial information, it translates that information into simple terms that anyone can understand. But because people came to NerdWallet for vastly different reasons, and mostly at the hand of a Google search, their lack of a brand platform and overarching consumer benefit was costing them the opportunity to build relevance outside of these one-off visits.

ICONIC BRAND:
 “For All Your Money Questions, Turn to the Nerds” provided a platform big enough to remain relevant across all of their verticals, whether it be credit cards, mortgages, loans, travel, etc., while also providing a magnetic call to action able to help drive immediate response.