‘People don’t know who we are’: One banking business on its shift to brand building
Wise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
International banking platform Wise has relied heavily on word of mouth as its primary form of marketing since its inception, but it is now turning its attention to brand building as it looks to drive its next stage of growth.
As part of this mission, the company is launching its first global creative campaign, ‘Your Money Anywhere’, in a bid to build broader brand awareness and “tell people we exist”.
“What we’ve come to realise is that in most markets, a lot of people don’t know who we are,” Wise CMO Cian Weeresinghe tells Marketing Week. “The people who do know who we are love us and tell their friends – and that’s driven a lot of growth to date,” he adds, explaining 60% of its growth has come from a combination of organic word of mouth and its invite referral programme.
