WELLS FARGO x SHINE AWAY
2025 | Integrated Brand Partnership
The Insight
Wells Fargo wanted to drive awareness for the Autograph Journey card by championing financial literacy — but a financial brand showing up at a women's empowerment festival needed to earn its place. The insight: women don't lack ambition, they lack the tools and confidence to navigate life's unexpected pivot moments. Financial literacy isn't boring — it's survival. Frame the Wells Fargo partnership around real women sharing real stories of pivoting through career changes, loss, and reinvention, and the brand becomes part of the conversation rather than an interruption of it.
The Idea
Build a multi-touchpoint program anchored in authentic storytelling: a social series, a live experiential moment, and post-event content that kept the conversation going. The "Pivot Lessons" content series launched on Instagram featuring Hello Sunshine Collective members Joanne Molinaro and Carmeon Hamilton sharing three tips for navigating unexpected life moments. At Shine Away, Wells Fargo sponsored a dynamic fireside chat where the two continued their financial independence journeys — plus a Maren Morris mainstage performance that left a lasting impression on attendees. Post-event, a custom newsletter column — You Asked, We Answered — addressed audience questions around common pivots, extending the partnership's value beyond the event itself.
My Role
I conceived the "Pivot Lessons" content theme, developed the talent strategy, built the activation framework, and managed the program end-to-end from brief through post-campaign reporting. I also led the renewal conversation — building the case for year two based on performance data and the strength of the brand sentiment results.
The Result
84% positive brand sentiment toward Wells Fargo, a 47-point increase in brand favorability, 10M+ total impressions with 1M+ over-delivery, and 20.2K engagements exceeding paid benchmark by 2x. Wells Fargo renewed for a second year — a multi-year partnership built on work worth coming back to.