Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
JPMorgan Chase aspires to be the bank for all – including historically underserved segments like the LGBTQ+ community. Despite longstanding support of the LGBTQ+ community, tracking research identified perceptual gaps for Chase and Freedom among LGBTQ+ in trust and relatability. To address these gaps and win in the hypercompetitive cashback credit card space, we needed to learn more about LGBTQ+ consumers to breakthrough and authentically reach the LGBTQ+ community.
Our research unearthed that many LGBTQ+ consumers yearn for the freedom to live authentically...