Fintech Thought Leadership - Social Media Strategy for Top Payments Brand

The problem:

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A successful fintech company with a monopoly on maritime payments had little to no brand presence on social media. As part of a brand overhaul and website update, we began a strategic effort to build the professional brand and thought leadership presence. As an award-winning fintech, this client wanted their LinkedIn and Twitter presence to reflect their commitment to democratizing global payments with innovative technology. Also important to convey: healthy culture and a great place to work with people who care.


The solution:

We focused on three audiences: local business and fintech, job seekers and candidates, and current employees. Through content marketing, hands-on daily management, and community building, after six months we had great results:


  • Post consistently

  • Increase overall social engagement rate

  • Grow followers

  • Establish a presence as subject matter experts and a source of industry updates

Organic growth - fintech brand Twitter account

Organic growth - fintech brand Twitter account

July-December 2018 Organic Follower Growth:

  • 4x increase - Twitter

  • 57% increase - LinkedIn

Tactics - content we shared and promoted:

  • Variety of topical articles from quality industry publications and users

    • Add commentary and insights for original viewpoint

  • Tag engaged users and authors

  • Behind the scenes photos (conferences, events, office culture)

  • Relief campaigns for disaster relief in users’ home countries such as Indonesia

  • Job posts

  • Twitter: Built original Lists to curate quality content faster

Relief campaign for natural disaster: went viral organically on Twitter

Relief campaign for natural disaster: went viral organically on Twitter

linkedin and twitter:

  • Established consistent brand presence beginning in July 2018

  • Steady organic follower growth

  • Post social engagement averaging 7-19% on LinkedIn by September 2018

Facebook Advertising: Brightwell Payments App Adoption - Fintech Case Study

We launched an organic and paid social media strategy from ground zero, resulting in over a 110% increase in app MAU (monthly active users) in 2018.

About Brightwell:

Brightwell is an Atlanta-based fintech company offering end-to-end payment solutions through cutting edge technology and unparalleled support, serving cruise lines such as Carnival Cruise Lines, Norwegian Cruise Lines, Costa, Princess, and AIDA.

End Users (Audience for Ads):

Cruise crew members and seafarers who live all over the world, concentrated in Indonesia, Philippines, and India. Many of these seafarers are unbanked or underbanked. They work on ship for months at a time and travel to their home countries in between.

Carnival Cruise employees are paid through Brightwell.

Carnival Cruise employees are paid through Brightwell.

Our Goal:

Educate and increase app adoption among a user base largely unfamiliar with digital payments, credit cards, and banking. Change habits from mainly cash and ATM use to online transfers within the Brightwell Navigator app.


  • Language barriers

  • Technology barriers (many crew lack experience with online banking)

  • Spotty and slow Wi-Fi onboard ship

  • High turnover of active crew

  • Crew’s mistrust of payments providers due to past negative experiences

  • Cash-centric cultures such as Philippines


Facebook and Instagram advertising targeting crew members, encouraging app install and adoption through features and benefits as well as persona-based messaging.

We created customer personas (AKA avatars) for each nationality on ship because culture plays a key role in relationships with money, both emotionally and logistically when it comes to banking.

Year 1 of Facebook Advertising:

launch, test, iterate, optimize, repeat


  • Over 110% increase in MAU (monthly active users)

  • Decreased CPI (cost per app install) to one-tenth that of the benchmark / goal

  • Optimized CPC and CTR with over 60% and 35% improvement, respectively

Brightwell remains a client as they continue to establish themselves as a major player in the payments space and one of the fastest growing companies in Transaction Alley (Atlanta’s fintech ecosystem).

Details available upon request.