What We Did
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I partnered with The Alt League and Chase Credit Journey to develop a marketing and content strategy grounded in how Gen Z actually thinks, talks, and makes decisions about money. We ran a marketing research program in Knit, combining quantitative and qualitative inputs to understand Gen Z’s relationship with credit, financial responsibility, and legacy institutions like big banks. Those findings shaped the creative strategy and informed a social-first TikTok content series designed to feel native, useful, and trustworthy.
 
Why We Did It
 
Chase knew that building trust with Gen Z wouldn’t come from traditional marketing. This generation grew up online, is deeply skeptical of corporate speak, and sees old-school financial institutions as distant or out of touch. But they’re also the most financially aware generation yet, intentional, curious, and eager to build strong credit early. The challenge wasn’t convincing them to care about money, it was showing them that Chase Credit Journey could be a trusted partner without sounding like every other bank. Our goal was to help Chase show up authentically, on their terms.
 
My Role
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• Built the research program in Knit, including both qualitative and quantitative components, and analyzed all interviews within the platform.

• Synthesized findings into a clear strategy across tone of voice, trust signals, and message priorities.

• Visualized key raw data points and themes into a leadership-ready presentation to support decision-making and alignment.

• Translated insights into a TikTok-ready creative platform and narrative direction.

• Partnered with the creative team to pressure-test casting, scripting, and visual tone so the content felt culturally fluent and not overly branded.​​

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Outcome
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• Developed a TikTok-native strategy built around Gen Z’s voice, humor, and values, with an emphasis on showing up where they already are.

• Identified a key trust truth: Gen Z trusts people who look and talk like them, and once they believe you’re “one of them,” they’re far more willing to listen and engage.

• Identified a central insight that drove the direction: Gen Z is the most practical generation, with realistic goals focused on financial freedom through consistent habits, not fantasy careers.

• Strengthened trust signals and message clarity around credit-building tools, making the content feel helpful rather than preachy.

• Delivered a strategic foundation for future content and creator partnerships that supports Chase’s goal of earning trust early and carrying that relationship into Gen Z adulthood.