J.P. Morgan Wealth Management

“Building a New Legacy”

If you were to personify J.P. Morgan Wealth Management, odds are you wouldn’t describe it as a Black or Latina woman. Most, when asked this question, think of it as a wealthy white male, catering to wealthy white men—which means very few women of color feel the brand is appropriate for them. Our challenge was to convince them otherwise.

Overarching Strategy

The road to wealth building for Black and Hispanic women is very different from that of their White counterparts. Eager to attract more Black and Hispanic female clients, J.P. Morgan Wealth Management needed to prove they understood those differences. They had already made significant headway developing custom wealth building and financial literacy resources specifically for them. However, prospective female clients of color still needed to feel represented, seen and understood at a personal level.

The Idea

We decided to challenge the perception of J.P. Morgan Wealth Management as specifically wealthy and male by highlighting those women of color working behind the brand: specifically, value-driven Black and Latina female advisors who not only worked at J.P. Morgan, but who felt personally invested in building a new legacy of financial growth for their communities.

After extensive advisor interviews, we discovered Tammia, Shaakira and Krystal—three women from different backgrounds whose values, purpose and career journeys inspired us to look at J.P. Morgan Wealth Management in a whole new light. On an ultra-tight budget, we built around them an extensive online video campaign consisting of nine unique, docu-style videos, where we shared their stories and the warmer, more human side of the J.P. Morgan Wealth Management brand.

Online Video

Social | Organic & Paid

We also leveraged our online videos and footage stills to create a social campaign directing prospects to J.P. Morgan’s “Building a New Legacy” hub and newsletter, filled with custom resources for women embarking on their wealth building journey.

Instagram Reels & Stories

We created unique 9x16 15s versions for IG Reels and Stories (16x9 counterparts featured below), each with custom copy, inviting prospects to learn more on J.P. Morgan’s “Building a New Legacy” Hub.

Instagram In-Feed | Static & Video

We also created an entire set of custom IG In-feed Static and Video posts to test standard and retargeting versions of each advisor’s 60s, 30s and 15s videos (16x9 30s versions featured below).

Instagram In-Feed | Carousel

IG Carousels featured statics of all three advisors, each paired with their most memorable quotes.

LinkedIn In-Feed | Static & Video

We repeated the exercise simultaneously on LinkedIn with In-feed Statics and Video posts and Carousels.

LinkedIn Carousel

CREDITS:
Agency: Walton Isaacson
Creative Director, Copy: Humberto Belli
Creative Director, Art: Stephanie Arculli
Senior Copywriter: Seth Prandini
Producer: Lourdes Caballero
Director & DP: Alastair McKevitt