Wells Fargo’s rebound campaign makes progress with own customers

Ted MarzilliCEO YouGov Direct
May 05, 2017, 3:15 PM GMT+0

If Wells Fargo’s first post-crisis image repair ad campaign – “Building Better Every Day” – is to make amends with its own customers, it may be succeeding. The TV ads, which broke on April 17th, registered with consumers over its first two weeks, but so far its most positive impact has been on their own customers.

Over this time period, Wells Fargo’s ad awareness moved up, from 23% of all consumers recalling seeing their ads over the past two weeks to 27%. But among the bank’s current customers, ad awareness improved from 45% to 54%.

Tracking the daily YouGov BrandIndex data, the general population’s consumer perception hasn’t gained traction but Wells Fargo’s own customers have taken notice. Wells Fargo’s consumer perception from this group moved up 66% from a negative sentiment to a neutral one.

Wells Fargo is still well short of a recovery from the crisis, which broke right after Labor Day last year. YouGov BrandIndex measured consumer perception with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

A score can range from -100 to 100 with a zero score equaling a neutral position.

Wells Fargo Buzz, Ad Awareness: Gen Pop, Well Fargo Customers