Client: Monzo
Year: 2021-2024
The FLO team were right brilliant they were I tell thee
In 2021 Monzo bank was a must-have for switched on millennials. They’d shown what banks could be - friendly, innovative. Growth that year was 90% word of mouth and their cards and tone of voice were highly distinctive.
Next they needed to grow up into a company that could deliver profits. That meant new products, users and markets, and building a brand to cover all of them. So they began a step-change in their marketing investment. A new VP Marketing came on board - and the marketing team began to grow. They needed to massively level up effective marketing activity and to build the Monzo brand without losing its soul.
A collaborative relationship and a series of projects with the marketing team to test, learn and then scale.
? Starting with organic social campaigns
? Monzo’s 1st ad campaign for 3 years
? A series of campaigns for Monzo Business
? Strategy and ideas behind the scenes...
Each time, alongside hitting marketing goals, helping develop Monzo’s use of channels, brand expression and processes.
Monzo are now on a steep growth trajectory, doubling revenues year-on-year and have reached profitability.
Monzo wanted to try swapping out their resource intensive ‘Monzo Wrapped’ for something simpler.
The goal was still to remind a core, social-first customer base that Monzo is for them, and isn’t like other banks.
#MonzosVeryImportant2021DataThing was a week long organic social campaign, which turned aggregated Monzo spending data into memes and told stories Monzo’s social audience could get behind.
Exceeded reach KPI by 400%
The campaign now features in Monzo’s tone of voice guidelines. ‘Pret v Greggs’ has become an online trope, repeated in Monzo’s own end of 2023 social campaign.
Monzo Flex is Monzo’s Buy Now Pay Later (BNPL) product - their first foray into loans, a serious part of a bank’s profitability.
BNPL a busy and competitive market. The goal was to promote the product, sensitively extending the distinctive Monzo tone of voice into new territory.
We created ‘Pretty Much Anything’: a strategic idea and modular, YouTube-centred advertising campaign that drove awareness and adoption of Monzo Flex by new customers. Carefully constructed to create the widest range of digital ad assets, allowing for test and learn.
Exceeded targets for both awareness and sign ups, and extended
Monzo wanted their Business banking product to be another major source of company growth.
The goal was to drive awareness of Monzo Business accounts among new micro-businesses and then consideration and sign-up.
We carried out customer research and created three campaigns that spoke directly to customer needs and made the best use of video assets across a broad range of paid digital channels. We also collaborated closely with Monzo teams to extend the brand and tone of voice into this new B2B marketplace.
Exceeded targets for both awareness and sign-ups. Campaigns extended.
