Simple | Content Strategy & Production

Simple Finance Social Media Content

Content Strategy, Copywriting, Photography, Community Management

Project Overview

Simple Finance, an online consumer banking platform, emerged in a time period when many people were losing trust in big financial institutions. Simple's mission was clear: build a digital banking experience that uses modern technology to help people save & spend.

As one of the earliest digitally-native challenger banks, Simple had built an impressive social media community by the time the beta platform was launched. Seeing the opportunity to grow the brand and connect with more people looking to ditch their traditional bank, Simple explored new social media channels to build awareness.

My Contributions

As one of Simple's first 30 employees, I had the opportunity to see the company grow from a venture backed startup all the way through multiple acquisitions.

After helping build out Simple customer and Twitter commuinity support teams, I turned my attention to building and defining Simple's social media channels. This work covered many disciplines, from analytic tracking and reporting to content production and campaign development. I primarily worked as a part of the Growth Marketing team to help Simple reach its strategic inbound marketing goals.

Simple Finance

Content Producer

June 2015 - January 2017

Social Media Marketing Analyst

April 2014 - June 2015

Customer and Community Manager

March 2012 - April 2014

Replace Your Bank

Formed shortly after the Occupy Wall Street movement shed an unflattering spotlight on the US banking system, Simple sought to change the way people bank. Social media channels like Twitter and Instagram gave Simple a way to extend its brand message to nationwide audience fed up with how far behind traditional banks were with their mobile experiences.

As Simple's first marketing analyst managing and growing the social media presence, I developed a visual look and lifestyle for the brand on Instagram, and led a team of community managers for our active community on Twitter. This approach allowed Simple to grow its Instagram following to over 10K followers in the first 4 years, and over 70K followers on Twitter.

Simple Goals Success Stories

Celebrating the Customer

A strong character-driven story has the ability to reach people on a much deeper level than simply telling them about your brand. By celebrating the customer as the hero, it's possible to build community and help people see themselves as a part of what's been built.

When Simple customers Ben and Phil from The Pursuit reached out with their story of how they used Simple Goals to rebuild their vintage motorcycles, we jumped at the opportunity to share their journey. I worked to share their motorcycle build stories through Simple's social channels, and showcase how Simple Goals helped them live their dream of riding vintage motorcycles coast-to-coast.

Connecting The Dots With Content

Throughout their journey across the US, the Simple content team developed how-to guides and budgeting tips for taking on a vintage motorcycle rebuild project. This content helped build authority with a niche audience and allowed Simple to be a part of the conversation.

Organic User-Generated Content

User generated content is a potent way for a brand to share authentic testimonials about the product experience. After launching this campaign and encouraging people to tell us how Simple helped them to budget and save for projects, we saw a wave of people sharing their own success stories of using Simple Goals to build their dream motorcycles.

The Simple Wallet

Building A Referral Program

As a "thank you" gift to customers who referred their friends and family to Simple, we partnered with makers of high quality leather products, Tanner Goods, to create the Simple Wallet.

The Simple Wallet program was a referral based giveaway that Simple's Growth Marketing team developed to encourage new customer sign-ups and reward customer loyalty. My role on this project was to develop a multi-channel social media launch strategy to generate awareness and promote new referrals.

Extending The Brand Experience

For the launch of this referral program, I developed content telling the story of how Simple partnered with Tanner Goods including a product and photography series. This campaign allowed Simple to give back to the community and extend the brand message.

After posting this content to the Simple social channels, we saw a huge spike in demand for the Simple wallet, and user-generated requests for referral codes.