US Finance Advertiser of the Month August: Wells Fargo

Wells Fargo registered a 2.1-point improvement in its Ad Awareness scores in August to claim YouGov’s Finance Ad of the Month.

Wells Fargo released a campaign to advertise its new Active Cash Credit Card in mid-July, highlighting the sturdy build of the card and the fact that it offers an unlimited 2% cashback on purchases.

One of the ads features seven-time Olympic gold medallist Katie Ledecky. The 30-second spot shows the swimmer develop a new interest in archery, which she fuels by purchasing archery gear through her Active Cash card.

The credit card-arm of the Wells Fargo brand had an Ad Awareness score of 8.8 on August 2, which rose to 10.9 at the end of the month. Ad Awareness is a YouGov BrandIndex metric which measures the percentage of consumers who have watched a brand’s ad in the last two weeks.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Capital One Ad Awareness score is based on the question: “Which of the following credit card issuers have you seen an advertisement for in the past two weeks?” and is delivered as a percentage. Scores are based on an average daily sample size of 1,646 US adults between August 2 – August 31, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.