Built to Thrive

To accomplish this goal, we created a custom digital destination that showcased three individuals, recruited by The Foundry’s Talent team, intent on building successful business on their terms, whether that entailed connecting with community, feeding a culinary passion, or creating iconic moments.

We explored the many key moments in our talents’ lives and inspired consumers to thrive — both personally and professionally. In doing so, we positioned US Bank as the trusted partner who empowers customers to achieve their financial goals while also making time for life moments that matter most.

The custom destination, rooted in PEOPLE, featured a horizontal scroll and housed each of the three real-life stories from Isaiah, Melissa, and Ciaran, targeting the individual pieces of content to US Bank’s key audiences through native distribution units and social drivers. In addition, a psychologist provided the audience with motivating takeaways housed within interactive modules on the page, raising both ER and time-on-page.

For each talent profile, we created an article page that featured interactive elements. These elements included flipcards, heat maps, and interactive scroll.

Determined to act as a role model for his young sons, Isaiah Bowen moved his family cross-country to grow their hot sauce business. The risky move has paid off, and Bowen has advice for entrepreneurs who are debating taking a calculated risk.

In early 2020 when she was eight months pregnant, Melissa Robinson left her full-time job to start a wedding-planning business. A few months later, the pandemic shut down the events industry. But that didn’t stop her. She purchased a run-down wedding venue and has since renovated it and hosted more than 100 ceremonies. Her story is rife with inspiration for would-be entrepreneurs hoping to say “I do” to living life on their own terms.

New Yorker Ciaran Short knew a lot of local artists, and, in 2022, he took a leap of faith and opened an alternative art gallery devoted to giving emerging and underrepresented artists their first solo exhibitions. Hear from Ciaran on why he felt the need to create an inclusive space where artists can learn from each other about how to price and hang their work.

Recommendation intent was the biggest story of our Nielsen Brand Lift results. We saw a +29% boost in this metric when users were exposed to the US Bank stories. From a performance standpoint, our video completion rate exceeded +64% over the benchmark and saw a +143% boost in click-through rate compared to industry benchmarks.