Many Hats

To effectively communicate our new Savings Explorer tool, the creative team started asking: What ties all these people together from different backgrounds, geographic locations, jobs, education levels, and professional fields?

The answer came in the form of a human truth. No matter who you are or what your job is, chances are you do much more than one thing. A timeless idiom came to mind that felt incredibly relevant to the situation – a person who has many different roles or tasks to perform is referred to as someone who wears “many hats.” That is the case with most working-class people, and especially here. Most of our audience has had many jobs and roles in their lives; a bookkeeper, an assistant manager, a parent, and more.  

This campaign needed to be effective and entertaining. So, once we had our core idea, we set out to create something very different within the category. This manifested with a charming and whimsical storybook motif that featured a character we can all relate to by highlighting the many hats we all wear in our lives.

I developed the “Many Hats” concept, scripts and platform to reflect the reality of balancing work, life, and financial pressures, pairing emotional resonance with clear value messaging. In market, the campaign delivered 20%+ stronger response rates and meaningfully improved conversion efficiency, particularly among high-intent audiences. It consistently outperformed category benchmarks in both engagement and cost efficiency, proving its ability to connect emotionally while driving measurable business impact and earning award recognition.