Anyone researching fintech digital marketing will probably come across the word “organic” repeatedly. But while building quality organic leads is important, it’s also crucial not to overlook the power of paid fintech ads when launching a well-rounded marketing campaign.
Yet if you’re a marketer or business owner wishing to explore paid fintech ad campaigns, you may find that:
- You’re unsure about what makes an effective paid ad that engages with your audience and helps your fintech make money.
- You don’t know how to maximize your paid ad return on investment (ROI)
- You don’t know which channel to target for paid fintech ads or whether to use an ad agency specialized in fintech to help out.
Paid marketing done right still yields good ROI for companies, especially in paid social media and influencer marketing, according to recent data from First Page Sage.
Source: First Page Sage
To better understand what makes a paid ad resonate with your target audience (and gets you better bang for your buck), let’s look at the best formats for fintech paid ads today, and a shining example of each one.
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The 7 best fintech marketing campaigns that show the power of paid advertising
1. Wealthsimple (Best content marketing campaign)
What they do
Wealthsimple is a Canadian fintech offering financial services, including investing, trading, and saving products via a mobile app and online platform.
Wealthsimple’s content marketing campaign
The company has used fintech content marketing to its fullest potential with an excellent “Money Diaries” series that looks into the financial habits of the rich and famous.
David Sedaris’s entry for Money Diaries
This includes a series of engaging blog and YouTube content with subtle links to Wealthsimple products and newsletters so that readers can easily find out how the company will help them with their own personal finances.
Once a customer decides to make a decision, then they’re guided to a clear and simple pricing model that promises to lead them to more benefits as their bank balance increases.
Why it works
Wealthsimple uses engaging formats like “Money Diaries” to demystify finance and make it relatable to a broad audience. They weave information about their products into their content, offering solutions without being pushy.
Their value proposition is clear: join us and we’ll grow your wealth.
How you can replicate Wealthsimple’s content marketing
Wealthsimple’s success proves content marketing is a powerful tool that works even for smaller fintechs. Here’s how you can adapt their approach:
- Focus on a niche: Target a specific audience with content relevant to their financial goals (e.g., student loans, budgeting for young families).
- Become a source of knowledge: Offer free educational resources like blog posts, webinars, or social media tips.
- Showcase real stories: Feature case studies or customer interviews to build trust and relatability.
- Integrate subtly: Don’t bombard viewers with ads. Instead, weave product information into your content organically, demonstrating how your fintech can help achieve their financial goals.
- Be transparent: Clearly explain your pricing structure and the value you offer.
Like Wealthsimple, you can use relatable fintech content marketing to educate a broad audience about finance and subtly integrate products as solutions.
2. Nuvei (Best video ad campaign)
What they do
Nuvei is a Montreal-based payment processor that helps startups accept various payment methods and expand their reach.
Nuvei’s video ad campaign
Ryan Reynolds hosts a short video series comically promoting the company.
Why it works
Hiring Ryan Reynolds may seem like a cheat code but each of the funny 40-something-second ads fit in a lot of clever marketing, almost as a sleight of hand.
In the above video, for example, Reynolds refers to Nuvei as a “tech company”. When a passing employee corrects him saying “We’re more of a payments company”, the actor admonishes him for his impoliteness, saying it’s “not very Canadian”.
This is an excellent way to tell the audience what Nuvei offers as they’re more likely to remember a funny moment than standard marketing content.
Indeed, in just 43 seconds, Reynolds makes the audience laugh, hits them with several benefits (such as simplified payments), and even sneaks in a pain point at the start about complex fintech jargon.
How you can replicate Nuvei’s comedy marketing
Nuvei’s campaign proves humor can be a disarming tactic in the often-serious world of financial technology. Here’s how you can capture their magic (without breaking your budget for Ryan Reynolds).
- Find your funny bone: Develop a comedic tone in line with your fintech brand voice and target audience.
- Short and sweet: Keep your videos concise and engaging, like Nuvei’s 40-second ads. TikTok is one of the best mediums for this.
- Highlight a pain point: Address a common customer frustration humorously, then show how your product solves it.
- Subtle product placement: Integrate your product or service into the narrative, without being overly promotional.
- Embrace the unexpected: Like Nuvei’s “tech company” quip, surprise viewers with clever humor that reinforces your message.
Remember, laughter is memorable. By using smartly placed humor, you can cut through the noise and leave a lasting impression on potential customers.
3. Plum (Best social media video marketing campaign)
What they do
Plum is a savings app that helps users manage their money and make investments.
Plum’s social media video ad campaign
Plum knew that 96% of Facebook users are on their mobiles, which made it a great place to promote its new app, particularly to millennials seeking financial guidance.
They launched a social media marketing campaign with Facebook video ads featuring normal people talking about how Plum has improved their financial situation.
Why it works
While the above may sound like standard marketing efforts, Plum added a couple of clever touches to stop their audience mid-scroll.
- All videos were captioned as they knew their target audience typically listens with the sound off while scrolling at work or on a busy commute.
- They infused “Talking Head” segments with visuals that told a story even without sound.
Plum’s engaging Facebook ads grabbed attention and drove results, even on mute.
How you can target fintech Facebook ads
Plum’s Facebook video ad strategy proves you don’t need a high-production budget to stand out.
Here’s how you can adapt their approach.
- Mobile-first mindset: Remember, most of your audience is on their mobile. Tailor your video format and length for mobile play.
- Embrace authenticity: Feature real people sharing their success stories. People connect with genuine experiences more than scripted narratives.
- Video captions are king: Since many users watch videos with sound off, use clear captions that convey your message effectively.
- Visual storytelling: Even in talking-head segments, use visuals (backgrounds, props, etc.) that support your message without relying solely on audio.
- Clear CTAs: Don’t leave viewers guessing! Include a strong call to action within your video that tells users what to do next. This could be downloading your app, visiting your website, or signing up for a free trial.
In today’s fintech marketing world, video is a powerful way to sell your brand, so make sure you make it as accessible as possible, like Plum did.
4. Syfe (Best LinkedIn ads)
What they do
Syfe is an all-in-one investment app that helps customers improve their money habits.
Syfe’s Linkedin ad campaign
Syfe used LinkedIn to present their financially-minded target audience with questions like “How much do you need to invest per month to retire at 65?”
Using the site’s carousel feature, Syfe then takes you on a journey: first giving you the answer to the question using an infographic, then an action plan for you to follow.
The sequence builds toward making a case for using Syfe’s services, using further graphs and stats to show you how they can help you achieve your goals.
Why it works
Syfe’s target audience might be finance professionals interested in statistics and cold, hard evidence (they even use a businessman in their graphic), but they’re still human.
Everyone can relate to these questions: we all want to know things like how much we can retire on, so for Syfe to give us not just an answer but a way to get there is extremely powerful.
How you can replicate Syfe’s fintech ads
Syfe’s Linkedin ad campaign success boils down to three key core ingredients: target audience + pain points solution + how to get there.
Anyone can do this. Hook them with a specific financial question, then don’t just answer, offer a solution and path to follow with data. Use infographics and relatable data.
Finally, a clear call to action like “Get your free retirement plan” provides an enticing offer to round off a powerful ad campaign.
5. Binance with Cristiano Ronaldo (Best celebrity marketing)
What they do
Along with Coinbase, Binance is one of the two leading cryptocurrency investing platforms in the world. They specialize in helping users invest in Bitcoin and altcoins.
Binance’s celebrity video ad campaign
Binance uses the star appeal of Cristiano Ronaldo, one of the most famous soccer players on the planet. The video advertises the first in a series of NFT “drops” (exclusive releases, often for a limited period) featuring the Portuguese superstar. These were only available on Binance’s platform.
Why it works
Binance knew that many of its target audience of young males would be impressed by the acquisition of CR7 (not to mention the over-the-top music and special effects).
The NFT drops are designed to promote scarcity and exclusivity, so who better than one of the world’s richest footballers to be the face of them?
How you can replicate Binance’s celebrity marketing (on a budget)
While Binance has the budget to secure a global superstar like Cristiano Ronaldo, there are still ways for fintechs with smaller budgets to leverage celebrity marketing.
Here’s how you can achieve similar results without breaking the bank:
- Micro-influencers: Target social media influencers with a smaller but highly engaged following that aligns with your target audience. Partner with them for product reviews, tutorials, or social media giveaways.
- Local endorsements: Explore partnerships with local celebrities or athletes relevant to your community. This can generate a more personal connection with potential customers.
- Industry experts: Partner with thought leaders or respected figures in your fintech niche. Their recognition within the fintech industry can add credibility to your brand.
- Contests and giveaways: Partner with a relevant personality to host a contest or giveaway on social media. This can generate excitement and attract new followers to both your brand and the celebrity’s account.
Remember, the key is to find the right partner who resonates with your target audience and complements your brand’s marketing message.
6. Current with MrBeast (Best YouTube/publicity stunt)
What they do
Current is a leading US fintech that helps people save and invest.
Current’s YouTube ad campaign
Current teamed up with top Youtuber MrBeast to orchestrate viral cash giveaways: they put up the cash (probably what they would have spent on digital marketing anyway), and he used his huge subscriber following to make it go viral.
The giveaways are deliberately eye-catching, piggy-backing on Mr Beast’s style including “First to Rob a Bank!”.
Why it worked
Both Mr Beast and Current know that a key marketing tactic is to get people’s attention, and what better way than to tempt them with a huge prize for doing nothing?
The campaign might have cost Current lots of money but it did two things: used Mr Beast’s formula to instantly reach millions of people, and portrayed them as a cool and generous company designed for young people.
How to replicate Current’s YouTube campaign
You don’t need millions of dollars for an idea to go viral in a similar way; all you need is creativity.
- Partner with a creative influencer: Mr Beast is top-tier, but you can still benefit hugely from working with a smaller influencer that aligns with your brand.
- Focus on a catchy concept: Like Current, create a high-engagement activity ( like a giveaway or challenge) that leverages the influencer’s style.
- Don’t be afraid to experiment: Big budgets aren’t everything. Focus on a creative idea with high audience appeal.
By thinking outside the box and collaborating with the right partner, you can capture attention and build brand awareness on YouTube, just like Current’s campaign with MrBeast.
7. Yonder (Best Out-of-Home fintech ad)
What they do
Yonder is a challenger bank that offers points-based rewards via its app and credit cards.
Yonder’s OOH ad campaign
Yonder took to the London Underground and even the Wimbledon tennis tournament with a guerrilla out-of-home marketing campaign that used clever messaging next to the OOH ads of established brands like American Express.
They replied to Amex directly with witty billboards that showed how Yonder solves Amex customer pain points, such as the one below.
Yonder went straight for the jugular with this one
They even turned a sponsorship rejection from Wimbledon into a positive by giving out free pastries and strawberries to people waiting to get into the event.
This pop-up campaign helped them position themselves as on the side of the people against the corporations.
Why it works
Yonder expertly positions itself as the credit card for the people by directly contrasting the brand to traditional banks, financial institutions, and even mainstay sporting events.
Here’s what they are implying
“Amex doesn’t give you regular points updates? We do.”
“You have to queue for hours to get into Wimbledon after spending a fortune on your ticket? Have some free pastries!”
Highly visual and disruptive, Yonder’s campaign is a clever example of setting itself apart from the banking status quo, which is what the best challenger banks excel at.
How you can replicate Yonder’s disruptive OOH fintech advertising
Follow these three steps to make your brand stand out like Yonder:
- Target pain points: Identify frustrations your target audience has with established brands.
- Be cheeky & visual: Use humor and eye-catching visuals in unexpected places (think billboards, public events) to show your product solves them.
- Think up publicity stunts: These can be a surprisingly cheap way to get publicity and connect with your audience (like free Wimbledon treats!).
By being playful, strategic, and on the consumer’s side, you can create a memorable campaign that stands out from the crowd.
How to create a target audience for your fintech ads
The best paid fintech ads know exactly who they’re speaking to or, in other words, their target audience.
If you’re unsure who that is exactly, then following these steps is your quickest route.
- Know your product: Understand its benefits and what problems it solves.
- Market research: Identify potential customers based on demographics.
- Pain points: Pinpoint the challenges your customer has and how your fintech uniquely solves them.
- Competitor analysis: See who your competitors target and find underserved market opportunities.
- Customer feedback: Gather insights from existing users on why they use your product.
- Persona creation: Use the above information to build detailed customer profiles with demographics, goals, and even specific traits and tastes (like their favorite film).
- Test & refine: Test assumptions with targeted campaigns and iterate based on feedback.
- Tailored messaging: Refine your marketing message for each audience segment, highlighting how your product solves their specific needs.
- Monitor and adapt: Continuously track performance and adapt your strategy based on certain metrics, data and insights.
By following these steps, you’ll build powerful buyer personas that guide your marketing efforts and attract your ideal fintech customers.
What is a GTM strategy for fintech?
A go-to-market (GTM) strategy is simply a roadmap to reach your target audience outlined above and attract new customers.
Paid ads are a key feature of fintech marketing strategies in this vein as they help you showcase your services to the right people.
The likes of Google ads and social media platforms are excellent tools for doing this via:
- Targeted advertising: Reach a specific audience based on demographics, interests, and online behavior.
- Engagement and lead generation: You can interact directly with potential customers through comments, messages, and calls to action, then use email signups or app downloads to generate leads.
- Data-driven optimization: Track the performance of your campaign using analytics and adjust them for better results.
When done well, a GTM strategy with paid ads can become a powerful acquisition engine for your fintech product or service.
Build a winning GTM strategy with Mint Position
Getting your fintech GTM strategy just right is a delicate balancing act.
On one hand, you want to attract as many quality leads as possible. On the other, you don’t want to shatter your marketing budget or fall foul of fast-changing financial compliance regulations.
At Mint Position, we’re laser-focused on one thing: accelerating your fintech brand‘s customer acquisition and marketing ROI, while you concentrate on running your business.
Our proven formula includes using platforms like LinkedIn, Facebook/Meta, and Google Ads as part of a high-yielding GTM strategy.
Here’s a breakdown of it.
- Fintech DNA: We speak your language. As a fintech ad agency, we have a deep understanding of the unique challenges and opportunities facing fintech companies. We tailor our approach to your targets to help you maximize your impact.
- Data-driven decisions: Forget the guesswork. We use data-first strategies to identify the most effective marketing channels for your target audience, and then build a distribution strategy around them.
- Building trust & credibility: We craft compelling content that adheres to regulations and resonates with your audience. We prioritize journalistic integrity over generic pitches, fostering trust and establishing you as a thought leader within the industry.
- SEO & keyword mastery: We help you dominate search results by identifying high-intent fintech SEO keywords that drive relevant traffic and improve your ranking.
- Conversion-focused content: We understand the buyer journey. Our content caters to each stage, addressing specific pain points and guiding users towards becoming loyal customers.
Cut out the guesswork with your paid ads and start using data-backed marketing instead. Get in touch with us, and we’ll show you how we’ve helped dozens of fintech businesses create a pipeline of higher conversions and long-term revenue.