Zip’s "Pay How You Want" campaign celebrates flexibility, empowerment, and cultural relevance through a partnership with two-time WNBA champion and Olympic gold medalist Kelsey Plum.
The campaign's highlight is a 30-second ad showcasing Plum's iconic pre-game tunnel walk, spotlighting Zip’s Pay in 4 product. This feature enables customers to divide their purchases into four installments, seamlessly aligning with Plum's lifestyle as a businesswoman, role model, and elite athlete.
Developed in partnership with the women-led team at Malka Media, the campaign taps into cultural and behavioral trends among Gen Z and millennial audiences valuing flexibility and cash flow management. It leverages WNBA fandom – a strong overlap with Zip’s customer base – and includes easter eggs like Plum’s catchphrase and brand endorsements so fans feel seen by Zip.
Zip’s campaign goals were to ultimately increase brand awareness, enhance visibility, engage new audiences, and strengthen its overall market positioning.
Balancing reach and frequency, the media strategy for Zip’s "Pay How You Want" campaign targeted key markets with strong demand for flexible payment experiences during the WNBA postseason. Individuals aged 18-45 with limited access to financial products remained its target audience for this campaign. Plum’s growing fanbase and alignment with Zip’s values then amplified the campaign’s authenticity and cultural relevance.
To execute this plan, Zip implemented a strategic media mix spanning local TV, CTV, YouTube, OOH, and mobile ads across 10 U.S. states.
When considering the timing of this campaign, Zip saw an initial challenge in choosing to run this ad during the WNBA postseason. With the impending presidential election, it was expected to be a busy time for both media and consumers. To navigate around this, Zip opted to run this campaign in 2 distinct flights, kicking off in October and then in the final moments of the year.
The campaign delivered impressive results, having increased brand awareness and doubled brand consideration. Viewer engagement was strong, with 61% of viewers enjoying the campaign and 67% finding it eye-catching.
By blending strategic media planning with cultural relevance, Zip reinforced its commitment to empowering customers while establishing itself as a trusted financial partner.
