Zelle

Intention and Action.

Emerging in an already well-established P2P landscape, Zelle chose Porter Novelli to engineer a product launch that would demand attention, turning the heads of media, consumers and competitors alike.

To do so, we utilized a rolling launch model to build brand momentum and keep Zelle top-of-mind with three phases: (1) the brand launch at Money 20/20 in front of a standing-room-only crowd, (2) a Zelle-branded experience, including a national media blitz, and (3) unveiling the app ahead of Apple Pay’s launch.

Impact.

As the architects of this launch, our team secured nearly 550 placements, including the New York Times, Bloomberg, Fortune, L.A. Times, Good Morning America and Washington Post—as well as 6.5 billion impressions across social media. We also captured an 87% share of voice among competitors during the product’s official launch at Money 20/20.