SAM: a fintech brand led by its mascot
SAM is a next-generation app for automated money management. Finance feels cold, so I gave it a face. I led product marketing and built the brand around a mascot, backed by influencer marketing. This one was about product and personality, not follower counts.
- Mascot
- brand built around a character
- Product
- product marketing, end to end
- Reach
- influencer marketing
- FinTech
- next-gen money management
The platform
SAM is a next-generation app for automated money management. Finance apps tend to feel cold and complicated. The job was to make this one feel human, friendly, and worth opening.
What I did
I led product marketing and built the brand around a mascot that gives the app a face and a personality, then backed it with influencer marketing to put it in front of the right people. Followers were never the goal. Trial and a clear product story were.
The result
A fintech brand that feels approachable, with a mascot people remember and messaging that explains the value fast.
A mascot, a product story, and the content around it.
